The Goldilocks Strategy

There’s little doubt Virgin Blue is being watched as closely now as at any time in its 10 year history. On the eve of the airline’s 10th anniversary of its first service on August 31 2000, new CEO John Borghetti, no doubt with the full backing of his board, is planning and rolling out sweeping changes at the country’s second biggest airline group.

The appointment of Borghetti, the former executive general manager at Qantas, posed the question of whether he would change the culture of Virgin Blue, or whether Virgin Blue, with its flair for stunts and publicity and its cheeky attitude, would change Borghetti. The early evidence shows undoubtedly that Borghetti is changing VB, from the top down.