Lessons to compete in traditional manufacturing sectors: the case of Royo Group International Bathroom

• José Pla-Barber ^[1] ; Cristina Villar ^[1] ; Raúl Royo
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: UCJC Business & Society Review, ISSN-e 2659-3270, Vol. 16, Nº. 2, 2019, págs. 40-81
• Idioma: inglés
• Títulos paralelos:
  • Lecciones para competir en sectores manufactureros tradicionales: el caso de Royo Group International Bathroom
• Enlaces
  • Texto completo
• Resumen
  • español

    El artículo analiza la estrategia y el proceso de internacionalización de Royo Group Internatio-nal Bathroom. A partir del ejemplo de esta empresa, líder europea en el sector de la fabrica-ción de muebles de baño, identificamos un modelo de alto rendimiento en un sector manufac-turero 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 fa-bricación internacional, el mayor control del canal de distribución y la venta de productos y ser-vicios 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

  • English

    The article analyses the strategy and the process of internationalisation of Royo Group Inter-national Bathroom. Based on the example of this company, a European leader in the bathroom furniture manufacturing industry, we identify a high-performance model in a traditional manu-facturing sector in which there is an intense process of restructuring as a result of globalization.The use of cooperation agreements and acquisitions, the combination of local and international manufacturing, the greater control of the distribution channel and the sale of products and services involved in shopping experiences adapted to the specific needs of each client are the basic dimensions configuring the axes of development of this model

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