Grúas Ruiz: Case

Abstract

The competitive strategies are the potential options for a business in order to compete better in specific markets, with given products or services, in such a way that the business generates a beneficial competitive position for itself. Even when the business intends to compete in a regional or local market, in order to succeed in a global context, businesses must conciliate two seemingly opposed concepts. In one hand businesses must have knowledge of its clients and the environment in which they act, in order to add value to them, while in the other hand they must look outside their own field and geography in order to add value to its customers through innovation. From the business point of view, companies must set out its competitive structure in accordance with those premises. A company from Jaén is a good example of this duality, maintaining overtime its competitive advantage. We believe that the foundation of this competitive advantage is its family ownership. The company makes things its own way, making use of knowledge and skills of its founder that has been able at the same time to transmit to the second generation.

Keywords

• Family business
• strategic management
• competitive advantage