Business Innovation And Creativity

Business And Management

Level 2

Innovation and Creativity In Virgin Atlantic

(late due to mitigating circumstances)

                                                                                                                                                                                         

                                       

Business Innovation And Creativity

This report will be demonstrating the impact of innovation and creativity has in Virgin Atlantic. This will show the role innovation and creativity plays in the marketing and technology of the organisation.

What is Innovation? “The intentional introduction and application within a job, work team or organisation of ideas, processes, products or procedures which are new to that job, the work team or the organisation.”(West. M, 1997 Developing Creativity In Organisations, chapter 1, pg.3)

Creativity is “the bringing together of knowledge from different areas of experience to produce new and improved ideas.”(West.  M, Developing Creativity In Organisations, chapter1, pg.1)

 Virgin Atlantic started in 1984, by entrepreneur Richard Branson. Virgin Atlantic is the second largest long haul airline in the UK and the third largest European carrier over the North Atlantic. Their route network has grown rapidly to include destinations in the US, Caribbean, Far East, India and Africa. Virgin Atlantics main brands and services operate a two class system: Upper Class and Economy class. ()

The benefits for Virgin Atlantic to use innovation and creativity within their organisation  is  to create new inventions, new changes, produce more efficient and improved productivity levels, as well as economics that measures and also innovation involvement in the technological changes on new products or inventions that the business already has.(West, M. 1997)

Innovation and creativity has an influence on the Marketing sector of Virgin Atlantic as “in the 1970s according to studies of innovations showed that the role of marketplace was influential in the innovation process”. It is important as the role of marketing as an initiator of new ideas resulting from close interactions with customers. (Trott, P.1998.chaper 1, pg 18) Innovation helps firms like Virgin Atlantic with new product developments as it is vital that customers are satisfied by the product and service. For Virgin Atlantic it is to help with products chances of success in its competitive environment, has to differentiate its products in order to gain competitive advantage, also to attract customers to its business and keep them satisfied from using other services. Marketing is very necessary in bringing business awareness and promoting to the public, for it to have success and maintain its dominant position in the travel industry. The use of innovation and creativity is required to get attention and bring customers to the airline, the need of new ides and putting them to action is needed with the right marketing methods.

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It is important for Virgin Atlantic to be innovative as there are many factors that influence their position in the market environment. One of these factors is for the organisation to be aware of who its competitors are and in order for them to stay at same level or ahead of them there is the need “to develop new and improved processes, services, products or organisational structures.”(West, A  1997, chapter5, pg 74) The use of innovation and creativity in organisation is important for them to obtain their market share at the same of their competitors but should be more than the rivals that is why innovation is used in developing new products and service for survival and to strengthen the organisation to the best it can be. Virgin Atlantic competitors in its industry include British Airways, bmi British midland, American Airlines, Continental, Delta and United.

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The benefits of using innovation and creativity at Virgin Atlantic are:

  • The intent to produce high quality services or products to distinguish the organisation from competitors,
  • Speeds if innovation development
  • Being willing to adapt products or services to meet special customer needs(Trott, P 1998)

Virgin's share of the premium segment is 12.3 percent. Virgin is by far the most innovative player in today's market. Virgin was the first airline to introduce a business-first service in the early 1990s and is the only airline to offer a premium economy section on long-haul flights. ()

Also Virgin has a ...

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