1. Running Head: LEADERSHIP – RICHARD BRANSON 1
Leadership – Richard Branson
Gregory Eason
Strayer University
Modern Management
Dr. Edwin Quinn, Jr.
September 10, 2013

2. LEADERSHIP – RICHARD BRANSON 2
Leadership – Richard Branson
Introduction
“A Leader is one who knows the way, goes the way and shows the way” – John C.
Maxwell.
A leader has certain skills and characteristics which they display so as to enhance the
performance of the organization as well as themselves. Great leaders set the example of
attainment of new heights by having different traits which influences others and shape the
behavior of others in a particular direction. The leaders generally displays different
characteristics such as self-confidence, strong decision making, motivation, which helps in
influencing their followers and enhancing their performance and the growth of the
organization.
Leader - Richard Branson
The numerous changes that a 21st century manager will face during his or her career
are due to globalization, government regulations, increased competition, new products, and
sophisticated technology (Brown, 2011). How well a manager adapts to organizational
change has serious implications for the survival of an organization because managers are
often the drivers of change (Furst & Cable, 2008; Karp & Helgo, 2008).
With the increasing competition across the globe, the managers are enhancing the
leadership skills. One of the leader who has displayed his leadership skills is the CEO of
Virgin group Richard Branson. Virgin Group is a privately held diversified holding company,
operating over 200 companies worldwide in a range of sectors including transportation,
financial services, retail, mobile telephony, entertainment, soft drinks, travel, wines,
publishing, space tourism and cosmetics among others. The group operates primarily in the
UK, the US, Canada, Africa, Australia, Asia and other European countries. It is
headquartered in London, the UK and employs about 50,000 people.

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Richard Branson has displayed different leadership style with which he has been able
to enhance the profitability of the company and has helped the company to reach the limits of
the sky.
The dynamic nature of the external environment in which organizations operate
requires the management of the organization to take a proactive approach on the assets of the
organization. Management Control is inevitable in the business world and the survival of
organizations depends on their adaptability. This is due to the fact that management of
company is becoming popular in today‟s time. The duties of a manager are to make
systematic the working, to show the pathways, coordinate the employees within the
organization employed in different departments of the company.
Richard Branson is undoubtedly an unconventional leader and the leadership style of
this „amazing‟ leadership style was beyond the text of university books. There was not any
feature of consensus building and consultative in his trait of personality. He is a "high-
maintenance co-worker" who demanded excellence from his staff and is known for his blunt
delivery of criticism. The indisputable outcome of his personality is the result of his sheer
genius nature in combination with his extraordinary ability to articulate his vision in reality.
He also have the capacity to bring his staff members, customers and investors to have faith on
his vision and face the reality. His visionary came from the setback he have faced in his
career.
He has a strong focus on both technology and management prevailing in the business
world go side by side. Without the help of the other no organization can exist for long. So
there should be proper interaction of culture in the corporate, management and leadership,
human resources and last but not least the advanced technological issues in order to make a
well-organized company.

4. LEADERSHIP – RICHARD BRANSON 4
To manage the proper working in the organization, the management has to keep in mind the
following points-
Nature of the information covers all the part of information i.e how it is needed,
evaluated, what are the legal consideration along it and also what its limitations are.
In the management of information data is properly captured, verified and stored
effectively, processing and distribution of information, dividing it among the users of
the system.
The tools, plans or collectively say strategies of information system keep track that in
which manner the workforce is to be used to get the required targets in any business
organization
With his innovative thinking and visionary goal, he has been successful in establishing his
business. His approach and philosophy towards business is very clear, he focuses on cost
efficiency so as to create value. He believes in cost efficiency, low complexities and
profitability which has been stated as a cornerstones of building a strong business.
He has established Virgin group brand a sign of dependability and leadership, giving
added confidence and assurance.
Taking into consideration, Richard Branson is characterized by charismatic traits.
Behavioral theory rests on the assumption that Great Leaders are made not born. This theory
differentiates a leader from a non leader on the perspective of the behavioral characteristics
possessed by the leader. Richard Branson displays different behaviors which set him under
this particular theory; he has become a role model for many youngsters displaying the
behavior of a role leader. Richard Branson has a great concern about his employees as well
as production of the company. Situational Leadership takes into consideration that how a
leader behaves in different situations and how well is he capable of handling the particular

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situation. Richard Branson has tackled with different situations in a positive way and have
resulted in success, even during the time of recession, he was able to generate profits.
Motivation is extremely necessary if an individual is working in an organization. Mainly
it depends on the environment and management of the organization that what motivational
approach they use to motivate their employees. The manager is personally responsible for the
entire organization which includes the content of the personal space of the user and the
complete project. In such a large organization it is very essential to build a healthy and
creative working culture. Steven used incentive approach for motivating his employees.
There were certain incentives which were aligned to be given to us depending on our
performances. Using this approach there was not even a single employee who was debarred
from incentives. Point scheme was used to enlist the performance of the employee. The
management see that all the employees can satisfy their own needs, utilize their potential and
at the same time contribute to the aims of the organization. There were rewards such as gift
cards, free meals, promotions, pins, certificates, recognitions and much more to motivate the
employees. The employees were rewarded for meeting our performance goals or exceeding
standards.
Leadership Theories applicable on Richard Branson:
Trait theories:
Richard Branson displays the trait of charismatic leaders, he clearly communicate
with the employees and maintain their enthusiastic and excitement level. He displays high
level of self confidence and self esteem. Communication is the key for leadership at the
Virgin Group. The Virgin Group‟s goal is to provide all employees with as much information
as the executives have. Employees who know what‟s going on understand how their work
boosts the collective well being of all the employees, and that translates into motivation. Few
of the traits that can be taken into consideration under this theories which is applicable to

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Richard Branson is self confident, Cooperative, energetic, ambitious and achievement
oriented. These are the few traits which has enabled in success of Richard Branson.
Behavioral Theories:
The Managerial Grid:
Richard Branson had acquired a behavior which rests upon concern for its employee and
production. Richard Branson displays Team Management behavior which states his
commitment towards his employees and tasks which leads into a relationship of trust and
respect.
Situational Leadership:
Path-goal Theory, Richard Branson, is highly motivated, he is motivated to achieve the
group as well as the organizational goals, he makes assure that he has control over the
outcomes. Through this theory he focuses on the performance of the employees is enhanced
by the training and the motivation that is provided to the employees. Strong emphasis is given
on the goal of the organization than on the personal goals and requirement of an individual in
this theory. Under this theory, Tony displays a leadership style changes as per the situation
that the he encounters. He changes behaviors to fit the situation (environmental contingencies
and subordinate contingencies).
Hersey and Blanchard’s Situation theory:
Leaders should adapt their style to follower development style (or 'maturity'), based on how
ready and willing the follower is to perform required tasks (that is, their competence and
motivation). Richard Branson displays Selling characteristics depicting high task and high
relationship with his subordinates. Richard Branson spend a major time with his employees to
motivate them and advise them so as to improve their performance. Richard Branson is also
seen to follow servant leadership to show is commitment towards his employees and task.

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Contingency Theories:
Virgin Group follows ‘Visionary Model’ of Leadership. Mr. Richard Branson, is one of the
visionary leader who believes in innovation and have a strong vision for future. This vision
and the focus on communication and training its subordinates, he successfully empowers his
subordinates by helping them to become self-sufficient and confident in doing their work. He
motivates his employees to innovate and move ahead of its competitors.
Richard Branson displays the trait of charismatic leaders, he clearly communicate
with the employees and maintain their enthusiastic and excitement level. He displays high
level of self confidence and self esteem. Communication is the key for leadership at the
Virgin Group. The Virgin Group‟s goal is to provide all employees with as much information
as the executives have. Employees who know what‟s going on understand how their work
boosts the collective well being of all the employees, and that translates into motivation.
Tony makes a move in facilitating his group towards a common goal. He displays several
interpersonal and decisional roles. He displays Autocratic role, by adopting cost efficient and
cost effective measures he focuses on productivity of the organization. He focuses on
Performance and Maintenance, both these styles are displayed by Tony so as to enhance the
productivity of the organization.
Richard Branson has focused on developing the people. He has worked on identifying
the key potential of their employees and tried to enhance that. He focuses on motivating their
employees so that they are able to accomplish their goals.
Richard Branson has strong Charismatic style, he excelled in very early age of his
life. He has successfully handled different and difficult situations and has emerged as
successful person. He developed several leadership roles by being an ideal for youngsters in
early ages of life. He is characterized by high self confidence, and conviction in one‟s belief.
Conger and Kanungo brought into picture different traits of Charismatic leader which

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involved High Self-confidence, Have a Vision, Ability to Articulate the Vision (speaking
ability), Strong Convictions about the Vision, Extraordinary behaviour (e.g., self-sacrifice),
Perceived as Agents of Change, Environmental Sensitivity (threats, opportunities). All these
characteristics can be viewed in Richard Branson. Thus, he is an example of Charismatic
leader.
Richard Branson believes in creativity. Creativity is essential to the performance of new
product development teams. In the rapidly changing, more competitive new economy, teams
need to engage in divergent thinking in which they put aside typical assumptions. Tony think
creativity as a competency which comprises a set of knowledge, skills, behaviors and
attitudes, which is within our ability to develop rather than as a gift granted to the special
few. He follows five P model of creativity i.e. Passion, Persistence, Persuasion, Playfulness
and Positivity.
He makes a strong move to work creatively and encourages his employees to do the
same. For enhancing creativity he adopts open climate in his organization, empowered staff,
knowledge sharing systems, partnerships outside the organization, different communication
patterns and strong interpersonal ties among team member.
Leadership qualities of Richard Branson:
Richard Branson brings into picture the servant leadership quality and Inspirational
leadership quality. His strong vision for the future, self awareness and empathy are the major
qualities of Leadership that Richard Branson inherit. The leadership quality that Richard
presents are Charismatic Leadership style, visionary and innovative thinking. His self
awareness, empathy, strong vision, and leadership traits are the major success factors of
Richard Branson.
He analyzed and studied the internal environment of the organization and made
several changes in the internal environment so as to bring the changes. He made Virgin

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Group as one of the best organizations to work in. He focused on several strategies and
implemented the strategies. Implementation is related to organisational change to the extent
that the operationalisation in some strategies may require significant change to the process,
structures and sometimes the cultures of organisations.
Conclusion
With the charismatic and servant leadership skills Richard Branson has strongly
focused on enhancing the company‟s performance and making Virgin group as one of the
best companies to work on.

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