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Authors:
Jose Luis Hervas Oliver (ESIC Business & Marketing School)
Published in:
2019
Version:
20-Mar-2019
Revision date:
08-Apr-2019
Length:
10 pages
Data source:
Published sources

Abstract

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, Mercadonas 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 Mercadonas requirements. Thus, rather than just distributing, Mercadona's original business models consists of prescribing what customers want, mastering a open innovation strategy.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Topics

Innovation; Innovation management; Co-innovation; Strategic advantage; Business model; Culture (organisational)

Setting

The events covered by this item took place in 2018.

Geographical setting

Region:
Europe
Country:
Spain
Location:
Valencia

Featured company

Company name:
Mercadona
Employees:
10000+
Turnover:
EUR 24,000,000,000
Type:
Privately held
Industry:
Grocery
Other keywords:
Leading Spanish grocery retail

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