Branson has particularly unconventional business behaviors that he tends to engage in. Instead of focusing on one specific business venture, he instead has taken Virgin into many different sectors and products. In addition to his progressive business behaviors, Branson has focused Virgin’s corporate arrangement in a way that the employees feel like they are a major moving part of the whole operation. This means that he promotes autonomy and independencywith upper management. Branson’s behavior has led the Virgin corporation to operate in a strategic way that inspires an organizational wide decision-making process. This allows all employees to feel like that have a say and authority in the company’s future.
Virgin’s operation as a corporation is relationship-oriented. This is made possible by the fact that Branson embraces and fosters his connection between employees and upper management. One of the way Branson does this is through thorough communication and respecting employees to the fullest. His outlook on his employees is that they are not just working for him, but interestingly a part of a bigger picture. Being an employee is just one aspect of the relationship, but Branson sees it as a closer-knit relationship. To contain this relationship, he is very much open to communication and does not keep any secrets. Fostering this relationship-oriented mentality has promoted employees to give him honest opinions, which he takes and focuses on with no hurt feelings. According to Fiedler’s contingency model,