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Mercadona is the best Spanish supermarket (grocery industry) outperforming the rest and accounting for around 25% of the market share (only groceries), while the second (Carrefour large multinational) representing just 11%. The secret of Mercadona relies, among many other factors, in its business model and its open innovation strategy. Showing a totally different business model to the industry, Mercadona's open innovation strategy consists of co-creating products with its customers and engaging in trust-based and long-term relationships with its suppliers, most of them working exclusively for Mercadona. Mercadona gathers information and knowledge on its customers and, subsequently, the suppliers produce the Mercadona's requirements. Thus, rather than just distributing, Mercadona's original business models consists of prescribing what customers want, mastering an open innovation strategy.