Australian Entreprenuer and Receommendations

Discuss about the Australian Entreprenuer and Receommendations.


This paper begins with discussing history and development of Maxine Horne who owns the Vita group a leader in electronics and providence of digital platforms on all devices, in Australia an organization that was established in 1995, analyzing what has made her really successful in the telecoms industry. In discussion too is the role of the family and her social cultural background towards becoming a successful and passionate business woman. The paper will analyze the businesses that have been developed by Maxine Horne and her competitive advantage in comparison with other business and suggestions for this entrepreneur on different types of measures to be undertaken for the business to thrive and become internationally accredited. The successful business lady believes also in philanthropy, at the begging of the year 2016 the Vita Group company through Maxine Horne committed the company to allocate 1% of the total profits to the Vita Group foundation. The Vita Group foundation is involved in charitable work like fighting homelessness in the society. Maxine Horne is good in strategic partnerships. The vita Group represents brands such as Telstra, Telstra Business, Fone Zone, Vita Enterprise Solution and Sprout.

History, development and growth of Maxine Horne and what made her a successful person

According to smart company Maxine Horne had worked in the telecom industry while in United Kingdom, trends of customer’s access to mobile phones and mobile applications was picking up in Australia just like in the United Kingdom, though Australia was lagging two years behind. Upon migrating from United Kingdom to Australia, Maxine Horne took the risk to sell everything she owned while in United Kingdom and had cash, Maxine Horne is driven by taking risks. While taking the risk of selling everything she owned, she was fortunate, since she didn’t have a family and the industry of her interest, to invest was growing in Australia. With response and feedback from people who argue, people no longer buy phones from shopping malls, she had to device a way of making people be purchasers of the mobile phones. Through technology and innovation, she has been in a position to create gadgets that add value to the customers. One of the biggest Maxine Horne challenge was a global financial crisis, it led to the Vita Group to cut costs though she believes it wasn’t worth cutting costs on people in the organization. Maxine Horne has placed the responsibility and decision making of the Vita Group to the employees of the organization, as result of the Vita Group having a high turnover, it has led to Maxine Horne to reinvent strategies towards employee empowerment which has led to the Vita Group and herself becoming successful as a result of low staff turnover eventually.

Maxine Horne has a team at Vita Group that takes accountability and have their mission in sync with the organization vision. What has also made Maxine Horne successful, is the ability to observe how international markets are behaving, for instance in 2008 Maxine Horne and the Vista group company identified that, major telecommunications businesses, wanted an ownership of customers’ relationships through various channels that were branded. Such an observation led to the Vita Group approaching Telestra and convincing them, why they were the best retailers to manage their stores, the company agreed on Vita Group proposal, currently the Vita Group manages over 360 Telestra stores.

The role of Maxine Horne family and socio-cultural background in the development of her entrepreneurial passion 

Maxine Horne, began the Vita Group with her husband, her husband was very supportive in the realization of the vision and later, she decided to take a risk with her husband before migrating to Australia, she took a risk of selling everything simply because she didn’t have children. Children and families will at times prevent entrepreneurs from taking risks and establishing business empires, like the Vita Group. Family resources will greatly affect decision for entrepreneurs and the passion while setting up businesses (Randerson et al 2015).

During the global financial crisis between 2008-2009, the Vita Group being spearhead by Maxine Horne, decided to cut cost in its costs of operation which translated to cutting cost in staff activities, like salaries, trainings and team building activities, as a result the company experienced a very employee turnover (Peris-Ortiz and Merigó-Lindahl, 2015). An ability to network with the Australian community like the Telestra, has enabled Maxine Horne to build strategic relationship which in the end allowed the Vita Group to manage over 360 Telestra stores, networking in Australia provides entrepreneurs a gateway to the customers (Wood et al, 2012)

Socio culturally Maxine Horne had an advantage since she had experienced a tremendous growth of telecom businesses while in United Kingdom in the telecommunications business. Maxine Horne received feedback from the natives of Australia; people are no longer interested in buying phones from shopping malls, which later helped her discover that companies should maintain relationships with customers at an added value to the gadgets. Companies socializing with the customers is the first step towards lessening the gap between organizations and the customers (Peris-Ortiz and Merigó-Lindahl, 2015).

Maxine Horne discovered that in Australia, the culture of telecommunication was evolving which has given her the passion to empower her team with decision making and innovation, especially members of her team who believe in the company vision, to tailor products and services meeting the customers need in the Australian market and beyond (Iankova and Hassan 2016).

The type of businesses  developed by Maxine Horne  and the competitive advantage of Vita Group compared to other entrepreneurs 
Maxine Horne an immigrant from United Kingdom began a telecommunications company called Vita Group, the company deals in providence of electronic gadgets, it provides digital edge communications services; it provides platforms for customers and companies to communicate through platforms like their One Zero communications, it’s a group that is constantly evolving and the company targets services and products that compliments its brand attributes.

Vita Group Limited, (2013) Home. (online)Available at:

Maxine Horne has developed, the Vita foundation, which is normally funded by the Vita Group company 1% net profit, the foundation undertakes a corporate social responsibility, that endeavors to help people that are homeless in the society, through such a foundation Maxine Horne and the Vita Group has a competitive advantage over other entrepreneurs, through Corporate social responsibility.

Institutions engaged in corporate social responsibility have a great share value in stock exchange, a cartel of businesses analyst tend to advise investors to boycott in buying shares from companies that aren’t giving in kind, this result to fall of share value in the market and a decline curve in profits is expected to a company not practicing such values of altruism, an organization should   engage in acts of giving alms or selflessness as perceived by the society though this is primarily for the purpose of safe guarding the share price in the market and avoidance of lose in stock value and  market boycott from the investors and  financial  analysts (Hawkins, 2006)

It has been observed globally; companies that engage in CSR activities increase employee loyalty, there is an increase too in motivation by the employees especially when the senior managers are seen actively participating in the CSR activities just like Maxine home spend nights out with the homeless,  employees perceive the organization as one that is caring and they are proud to be supporters of the cause undertaken by the organization.( Mermod and Idowu,2013 ).For instance, Avon has increased pride in its employees, to represent it to women, since the company donates to breast cancer research (Hemat and Yuksel, 2013). For this reason, companies will engage in corporate social responsibility, primarily to motivate its employees in objective execution of the company, employees will participate in representing their organizations though the employers have an expectation from them, this argument depicts the motive behind CSR in organizations.

Future suggestions for Maxine Horne and Vita Group, different avenues to undertake

Maxine Horne is highly skilled in networking and forming strategic relationships, through her guidance, the organization should strive to reach out om forming relationships and partnerships with companies that have a global presence in the communications like the Ogilvy or in the technological and computing world like the IBM and even oracle (de Kluyver, 2010).

Vita group should set out a strategic plan for the markets globally and ensure its management headed by Maxine allocate funds toward realization of the global strategic dream (Hanson et al,2001).

With the evolving world in terms of technology , it is highly recommended that Maxine Horne and the Vita Group to employ use of the social media platforms more and more, while it was observed that customers wouldn’t want to get into shopping malls for purchase of phones, most organization would want to create and seal a deal at very low cost, Vita Group should ensure they have a very visible and high response online presence, not just in the Australian market but also in the globally, this will enable the organization to reach out more clients globally and improve its public image in the market (Evans, 2012).


This paper begins with introduction of an entrepreneur Maxine Horne in Australia, an experienced immigrant from the UK with over 25years experience in business, a C.E.O of the Vita group, a company that has diversified business in telecommunications and computing in Australia. There has been an analysis of Maxine family role in business execution or development of an entrepreneur passion, as well as social cultural background are in focus. In depth too is an overview of the Vita Group business and the competitive advantage of Maxine Horne over others key players in the Australian market. With evolving globally, the paper gives recommendations to Maxine Horne, to her Vita Group, to employ the use of social media platforms and form a team geared towards execution of a global strategic partnership development globally taking into consideration Maxine Horne wonderful networking skills.


De Kluyver, C., 2010. Fundamentals of global strategy: a business model approach. Business Expert Press.

Evans, D., 2012. Social media marketing: An hour a day. John Wiley & Sons.

Hanson, D.J., Dowling, P.J., Hitt, M.A., Ireland, R.D. and Hoskinson, R.E., 2001. Strategic management: competitiveness and globalization

Hawkins, D.E., 2006. Corporate social responsibility: balancing tomorrow’s sustainability and today’s profitability. Springer.

Hemat, H. and Yuksel, U., 2013. Perspective: Is Cause-Related Marketing Really. Corporate Social Responsibility in the Global Business World, p.1.

Iankova, K. and Hassan, A. eds., 2016. Indigenous People and Economic Development: An International Perspective. Routledge.

Idowu, S.O. and Leal Filho, W., 2009. Global practices of corporate social responsibility. Berlin: Springer.

Orr, S. (2014). EY honours Queensland’s best entrepreneurial talent at gala awards dinner. Available at:

Peris-Ortiz, M. and Merigó-Lindahl, J.M. eds., 2015. Entrepreneurship, Regional Development and Culture: An Institutional Perspective. Springer.

Procopio, M., Spielvogel, P. and Thomson, N., 2012. 42 Rules for B2B Social Media Marketing: Learn Proven Strategies and Field-Tested Tactics Through Real World Success. Happy About.

Randerson, K., Bettinelli, C., Dossena, G. and Fayolle, A. eds., 2015.Family entrepreneurship: rethinking the research agenda. Routledge.

Robin. M. (2014). Vita Group chief and Rich Lister Maxine Horne reveals her biggest GFC mistake. Available at: 23/08/2016

Vita Group Limited, (2013) Home. (online)Available at:

Wood, G.J., Davidson, M.J. and Fielden, S.L., 2012. Minorities in entrepreneurship: An international review. Edward Elgar Publishing is
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