EXECUTIVE SUMMARY Virgin began in the 1970s with a student magazine and small mail order record company. Virgin's growth since then has not only been impressively fast, it's also been based on developing good ideas through excellent management principles, rather than on acquisition. Virgin looks opportunities where we can offer something better, fresher and more valuable, and seize them. Besides, Virgin often moves into areas where the customers have traditionally received a poor deal, where …showed first 75 words of 5270 total…

…showed last 75 words of 5270 total…music or flights are sold off to support the failed ventures. The foray into the US telecoms market is being funded, for example, by loan against the remaining 51% of Virgin Atlantic that Branson still owns. Other example is Virgin Cola the most Stunning example of an inability to see both sides of the brand extension issue. Only time will tell whether Virgin's cash cows can continue to supply the nourishment for its stable of failures.