For instance, our Upper Class passengers (the equivalent of business class; we do not offer services in a “first class” category) are provided with free door-to-door limousine service, both to and from the airport. Our competitors would have to offer this service on every global route, not just the few routes competing with Virgin - a much more expensive proposition for them.

And consider this: if we provide limos for our business class customers, what should our competitors do for their first class customers? Send them a Rolls-Royce?

— Richard Branson, the founder of the Virgin Group describes the advantages Virgin Atlantic had when competing with a Goliath - British Airways in this case.
Ramkumar Shankar