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Lecciones para competir en sectores manufactureros tradicionales: el caso de Royo Group International Bathroom
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Jul 1, 2019
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Resumen
El artículo analiza la estrategia y el proceso de internacionalización de Royo Group International Bathroom. A partir del ejemplo de esta empresa, líder europea en el sector de la fabricación de muebles de baño, identificamos un modelo de alto rendimiento en un sector manufacturero tradicional sometido a un intenso proceso de reestructuración como consecuencia de la globalización.
El uso de acuerdos de cooperación y adquisiciones, la combinación de fabricación local y fabricación internacional, el mayor control del canal de distribución y la venta de productos y servicios envueltos en experiencias de compra adaptadas a las necesidades específicas de cada cliente son las dimensiones básicas que configuran los ejes de desarrollo de este modelo.
El uso de acuerdos de cooperación y adquisiciones, la combinación de fabricación local y fabricación internacional, el mayor control del canal de distribución y la venta de productos y servicios envueltos en experiencias de compra adaptadas a las necesidades específicas de cada cliente son las dimensiones básicas que configuran los ejes de desarrollo de este modelo.
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Pla-Barber, J., Villar García, C., & Royo, R. (2019). Lecciones para competir en sectores manufactureros tradicionales: el caso de Royo Group International Bathroom. UCJC Business and Society Review (formerly Known As Universia Business Review), 16(2), 40-81. Recuperado a partir de https://journals.ucjc.edu/ubr/article/view/3984
Sección
Internacionalización de la Empresa
Citas
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Cerrato, D., Crosato, L., & Depperu, D. (2016). Archetypes of SME internationalization: A configurational approach. International Business Review, 25(1), 286-295.
Child, J., Hsieh, L., Elbanna, S., Karmowska, J., Marinova, S., Puthusserry, P., & Zhang, Y. (2017). SME international business models: The role of context and experience. Journal of World Business, 52(5), 664-679.
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Dimitratos, P., Amorós, J. E., Etchebarne, M. S., & Felzensztein, C. (2014). Micro-multinational or not? International entrepreneurship, networking and learning effects. Journal of Business Research, 67(5), 908-915.
García-Canal, E., & Valdés-Llaneza, A. (2015). Factores determinantes del crecimiento de las empresas nacidas globales orientadas a la exportación: el caso Valle, Ballina y Fernández, SA. Universia Business Review, (45).
Gibbert, M., & Ruigrok, W. (2010): The" what" and" how" of case study rigor: Three strategies based on published research. Organizational Research Methods.
Johanson, J., & Vahlne, J. E. (1977). The internationalization process of the firm—a model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8(1), 23-32.
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Love, J. H., & Roper, S. (2015). SME innovation, exporting and growth: A review of existing evidence. International Small Business Journal, 33(1), 28-48.
Meyer, A. D., Tsui, A. S., & Hinings, C. R. (1993). Configurational approaches to organizational analysis. Academy of Management Jjournal, 36(6), 1175-1195.
Miller, D. (1986). Configurations of strategy and structure: Towards a synthesis. Strategic Management Journal, 7(3), 233-249.
Pla-Barber, J., Villar, C., & Botella, A. (2017). Why has Caixa Ontinyent survived? An analysis of its business model and strategy. Universia Business Review, (54).
Schmid, S. (2018). Internationalisation Strategies and Processes of the German Mittelstand. In Key Success Factors of SME Internationalisation: A Cross-Country Perspective (pp. 137-154). Emerald Publishing Limited.
Venohr, B., & Meyer, K. (2009). Uncommon common sense. Business Strategy Review, 20(1), 38-43.
Venohr, Bernd, Fear, Jeffrey & Witt, Alessa (2015): Best of German Mittelstand - The World Market Leaders (August 24, 2015). Available at SSRN: https://ssrn.com/abstract=2724609 or http://dx.doi.org/10.2139/ssrn.2724609
Villar, C., & Pla-Barber, J. (2018). The High-Performing SMEs in Traditional Manufacturing Sectors: Innovation and Foreign Operation Modes. In Key Success Factors of SME Internationalisation: A Cross-Country Perspective (pp. 81-96). Emerald Publishing Limited.
Welch, C. L., & Welch, L. S. (2009). Re-internationalisation: Exploration and conceptualisation. International Business Review, 18(6), 567-577.
Yin, R. (1994): Case study research: Design and methods. Beverly Hills
Cerrato, D., Crosato, L., & Depperu, D. (2016). Archetypes of SME internationalization: A configurational approach. International Business Review, 25(1), 286-295.
Child, J., Hsieh, L., Elbanna, S., Karmowska, J., Marinova, S., Puthusserry, P., & Zhang, Y. (2017). SME international business models: The role of context and experience. Journal of World Business, 52(5), 664-679.
DBK (2008). Estudio sectores basic: mueble de hogar. DBK informa.
Demir, R., Wennberg, K., & McKelvie, A. (2017). The strategic management of high-growth firms: a review and theoretical conceptualization. Long Range Planning, 50(4), 431-456.
Dimitratos, P., Amorós, J. E., Etchebarne, M. S., & Felzensztein, C. (2014). Micro-multinational or not? International entrepreneurship, networking and learning effects. Journal of Business Research, 67(5), 908-915.
García-Canal, E., & Valdés-Llaneza, A. (2015). Factores determinantes del crecimiento de las empresas nacidas globales orientadas a la exportación: el caso Valle, Ballina y Fernández, SA. Universia Business Review, (45).
Gibbert, M., & Ruigrok, W. (2010): The" what" and" how" of case study rigor: Three strategies based on published research. Organizational Research Methods.
Johanson, J., & Vahlne, J. E. (1977). The internationalization process of the firm—a model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8(1), 23-32.
Johanson, J., & Vahlne, J. E. (2009). The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership. Journal of international business studies, 40(9), 1411-1431.
Love, J. H., & Roper, S. (2015). SME innovation, exporting and growth: A review of existing evidence. International Small Business Journal, 33(1), 28-48.
Meyer, A. D., Tsui, A. S., & Hinings, C. R. (1993). Configurational approaches to organizational analysis. Academy of Management Jjournal, 36(6), 1175-1195.
Miller, D. (1986). Configurations of strategy and structure: Towards a synthesis. Strategic Management Journal, 7(3), 233-249.
Pla-Barber, J., Villar, C., & Botella, A. (2017). Why has Caixa Ontinyent survived? An analysis of its business model and strategy. Universia Business Review, (54).
Schmid, S. (2018). Internationalisation Strategies and Processes of the German Mittelstand. In Key Success Factors of SME Internationalisation: A Cross-Country Perspective (pp. 137-154). Emerald Publishing Limited.
Venohr, B., & Meyer, K. (2009). Uncommon common sense. Business Strategy Review, 20(1), 38-43.
Venohr, Bernd, Fear, Jeffrey & Witt, Alessa (2015): Best of German Mittelstand - The World Market Leaders (August 24, 2015). Available at SSRN: https://ssrn.com/abstract=2724609 or http://dx.doi.org/10.2139/ssrn.2724609
Villar, C., & Pla-Barber, J. (2018). The High-Performing SMEs in Traditional Manufacturing Sectors: Innovation and Foreign Operation Modes. In Key Success Factors of SME Internationalisation: A Cross-Country Perspective (pp. 81-96). Emerald Publishing Limited.
Welch, C. L., & Welch, L. S. (2009). Re-internationalisation: Exploration and conceptualisation. International Business Review, 18(6), 567-577.
Yin, R. (1994): Case study research: Design and methods. Beverly Hills