Virgin has been associated with change and innovative idea, during this era of design and innovation manufacturers are experimenting with technology and introducing new services and creating opportunities for themselves. It has one of the successful space tourism groups in the industry and also the first one of its kind. Virgin is a large group therefore this organization has got access to more funds and tools to research and therefore they are able to come up with great creativity. They are trying to explore the satellite business through their efforts of launching satellite based services and science missions along with the idea of passenger flights which is expected to come as a successful venture in the space industry (Aaker, 2008).
The world has become a place of complexity and unpredictability therefore businesses need to be very careful and in order to sustain the competition, they constantly need to update themselves and cope up with the changing needs and wants of the consumers. Therefore design has become an excellent tool to create a sustainable competitive advantage in the industry. Due to the importance of this subject and its relevance in the business set up and functioning there are various researches and studies that have been done.
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