Logoplaste: innovation in the global market: From packaging to solution

Abstract

Purpose

The purpose of this paper is to describe a case that looks at how an innovative plastics packaging company in Portugal integrates itself into the value chain of company clients. The pedagogical objectives are: to present a success case in technological, processes and business innovation; to present a success case in business strategy, based on the build‐up of partnerships; and to construct a platform for discussion of a first mover strategy, and precautions to be taken in its pursuit.

Design/methodology/approach

A range of evidence, including primary and secondary data, was used in the writing of this case, namely: direct observation, interviewing, press releases and press cuttings, annual reports, customer records and organization charts.

Findings

Logoplaste has gained a leadership position and has successfully managed to achieve a relevant position in the international landscape by seeking a vertical integration of its activities, in order to obtain a better value proposal for its clients, which, at the same time, allows it to capture a part of that value for itself. This practice has permitted this company not only to grow overseas but also to reveal a customer loyalty performance of 100 per cent. These results are deeply connected with their innovative value proposal, e.g. product innovation, process innovation, marketing innovation and business model innovation.

Originality/value

This study provides insights into the nature of a company, which has successfully developed its activity based on a strong investment in innovation since its genesis. Logoplaste's strategy can be considered distinctive as it combines and integrates the following strategic vectors: integration of the client's logistical and value chains, based on a process of partnership developments; investing in R&D of packaging engineering, with the offer of an “vend‐to‐end” solution; and production process based on a “wall‐to‐wall” model.

Citation

Morgado, A. (2008), "Logoplaste: innovation in the global market: From packaging to solution", Management Decision, Vol. 46 No. 9, pp. 1414-1436. https://doi.org/10.1108/00251740810912028