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The Virgin Group The Virgin Group was an unusual organisation. It comprised a loose alliance of companies linked primarily by the Virgin Trade trademark which was run by self managed teams. The Virgin Group is of the United Kingdom's largest private companies and in 2006 it estimated turnover at £10 billion. This is largely to the vast amount of diversification of setting up companies under the Virgin brand. The corporate rationale of the Virgin Group was to enter into new markets under a joint venture. The joint ventures are one way of using the theory of diversification, which can be defined as, 'a strategy which takes the organisation into new markets and products or services and therefore increases the diversity that a corporate parent must oversee.'1 The joint venture would consist of where Virgin will provide the brand. For example the AMP injected £450 million and Virgin only contributed £15...

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