Strategic and Organizational Innovation as a Foundation for Competitiveness.the Montalt Company and its Relationship with Ford-España

Abstract

This article examines the company Montalt, a Ford-España car dealer. It questions what different resources and idiosyncratic relations allowed Montalt to obtain competitive advantage in the subsector of the brand, in spite of the product, technology, publicity and prices being fixed by Ford. In this research, we found that entrepreneurial behavior at Montalt and its capacity to promote idiosyncratic blends of human resources are the key factors underlying its capacity and competitive differentiation.