Apple vs Virgin.

MD6202 – Harnessing Creative Value
S1203587 – Ben Jeffery Teear
A Comparative Study of Apple Vs Virgin

Executive Summary:

This assignment is a comparative study of Apple and Virgin, outlining what make each company unique, how they each encourage and nurture creativity, how they exploit this creativity and finally the differences between the two.
Apple and Virgin are both massive company’s and have both flourished thanks to innovative leaders, creative corporate cultures, and great products. Since Steve Jobs saved Apple with the iPod the company went from strength to strength releasing a huge amount of innovative and quality products this is how apple express their core creativity in the products they release.
Virgin on the other had focus more on the service offered than the product, making the services they offer fun, for example virgin airways was launched after Richard Branson had a series of negative experiences on board passenger aircraft. He Launched Virgin Airways from the passenger’s point of view, introducing inflight bars, extra leg room for everybody, reclining seats, power plugs and a flexible food menu. And at a middle of the road price with all those extras it is clear why virgin airways has achieved all of its success.
However, there are issues with both of these approaches, With the Death of Steve Jobs many wondered if Apple could continue it streak of successful innovative products and while the product launches have kept coming the creative and innovative features have definitely slowed since Jobs Passing. Virgin on the hand have a huge impact on our planets ecosystem with there air and rail services, and while focusing on the experience of the consumer is key to maintain their success the company need to take large steps toward being as eco friendly as possible.

Apple:

Apple is widely regarded as the most creative and innovative company in the world this is mostly thanks to Steve Jobs, Apples now legendary ex-CEO created most...