Achieving high growth in a mature market: The NaturhouseCase

Abstract

This paper discusses a detailed examination of a successful business model innovation that allowed the Kiluva Group, a dietary products company from Spain, to survive a severe crisis and subsequently become a high-growth company. In spite of operating in a mature market with an undifferentiated product, it outperformed all the competitors and achieved a CAGR in revenues of nearly 40% over 10 years. From a dynamic perspective, we focus on the role of trial-and-error learning that made this business model innovation possible.