Innovaciones estratégicas y organizativas como fundamento de la competitividadla empresa Montalt y sus relaciones con Ford-España

  1. Peris Ortiz, Marta
  2. Fernández Guerrero, Rafael
  3. Peris Bonet, Fernando Juan
Revista:
Universia Business Review

ISSN: 1698-5117

Año de publicación: 2010

Número: 28

Páginas: 116-135

Tipo: Artículo

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Otras publicaciones en: Universia Business Review

Resumen

Este artículo investiga la empresa Montalt, concesionaria de automóviles de Ford-España, preguntándose cuáles son los recursos diferentes y las relaciones idiosincrásicas que han permitido a Montalt obtener ventajas competitivas en el subsector de la marca, a pesar de que producto, tecnología, publicidad y precios están fijados por Ford. En esta investigación encontramos que la actuación emprendedora de Montalt y su capacidad de impulsar mezclas idiosincrásicas de recursos humanos son la clave de sus capacidades y de su diferenciación competitiva.

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