Virgin Atlantic

Business type

Open Innovation

Service/product description

Well-known transatlantic (etc.) airline with the Virgin aura of a consumer champion. Have recently started to use open innovation for new passenger services.

What does 'openness' mean in this case?

Co-development of passenger services with frequent flyers and lead users. The first major brand to buy from as well as sell to its customers. See http://www.virgin-atlantic.com/en/us/bookflightsandmore/innovationzone/vjam/index.jsp