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

  1. José Pla-Barber 1
  2. Cristina Villar 1
  3. Raúl Royo
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Journal:
UCJC Business & Society Review

ISSN: 2659-3270

Year of publication: 2019

Volume: 16

Issue: 2

Pages: 40-81

Type: Article

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More publications in: UCJC Business & Society Review

Abstract

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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Funding information

Los autores agradecen la financiación recibida del Ministerio de Economía y Competitividad (ECO2017-85456-R) y de la Generalitat Valenciana (GV/2017/155)

Funders

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