Extreme sports exist since the 20th century, they procure hard sensations at people who practice. base jump consist in jump of monument with low altitude.

Several countries prohibit extreme sports like base jumping because they are judge too risky. The extreme sports should be supervised because those who practice it exposes himself at risk of dying, like two skydrivers who jumped el capitan rock in 1966 and who are injured themselves. If safety rules are created there will be less accidents. But the principle of extreme sports is to seek adrenaline and take risks to get feelings. For example: the base jumpers must deploy their parachutes in« Cas Virgin »
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Corporate rationale of Virgin as a group of companies
 Establish the brand as a global name • With the aim of shaking up « institutionalised » markets • Be seen as a family rather than a hierarchical company  The company goes into industries they know nothing about and “immerse themselves”. • In cases of joints venture  Provide the brand and partners the capitals • Threat of negative perception of the brand as a whole if a customer unsatisfied with a product  Brand research indicates that people who had a bad experience with a particular Virgin company will be willing to use other Virgin products or services 2

Presence of a dominant logic in the strategies of Virgin businesses?
 Appearance

of no unity concerning different companies part of the group • Virgin= 63 business for instance:

• But the unity around the brand is seen by customers as : « fun » « innovative » « daring » and « successful »  The ultimate goal of Virgin is thus to: • « establish the brand as a major global name »  Moreover Virgin is seeking of opportunities in « institutionalised markets »
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WhatThe
role
of
richard
Branson
in
the
Virgin
Group
Strategy
 is the role of Richard Branson in the Virgin Group strategy
 The image of Virgin Branson conveys a good image of Virgin thanks to his