Skip to main content
El objetivo de este documento es justificar la necesidad de pasar a otra etapa en la evolución de la gobernanza turística. Más que el “qué” hacer, el “cómo” hacerlo será lo que más marcará la diferencia entre los destinos, a través de un... more
El objetivo de este documento es justificar la necesidad de pasar a otra etapa en la evolución de la gobernanza turística. Más que el “qué” hacer, el “cómo” hacerlo será lo que más marcará la diferencia entre los destinos, a través de un reajuste en la estructura de poder en el sistema.
Este documento limita su alcance a la importancia de las comunidades locales en una co-gobernanza y a su trascendencia para hacer posible un desarrollo equilibrado de esta actividad económica, con implicaciones sociales que no pueden eludirse. Así, se defiende la incorporación de dichas comunidades a una co-gobernanza multipolar.
This comprehensive textbook has, at its core, the importance of linking strategic thinking with action in the management of tourism. It provides an analytical evaluation of the most important global trends, as well as an analysis of the... more
This comprehensive textbook has, at its core, the importance of linking strategic thinking with action in the management of tourism. It provides an analytical evaluation of the most important global trends, as well as an analysis of the impact of crucial environmental issues and their implications.
Fully updated throughout, this new edition:
-Covers forecasting, functional management and strategic planning;
-Includes extra chapters to incorporate a wider spread of important topics such as sustainability, authenticity and crisis management;
-Contains pedagogical features throughout, such as learning objectives, questions and case studies to aid understanding
Now in its third edition, and reviewing the major factors affecting international tourism management, this well-established student resource provides an essential overview of strategic management for students and professionals in the tourism sector.
The paper aims to investigate the characteristics of SMEs' partners that can better contribute to the achievement of the SDGs. Given the explorative nature of this research, a qualitative methodology is adopted, with a longitudinal case... more
The paper aims to investigate the characteristics of SMEs' partners that can better contribute to the achievement of the SDGs. Given the explorative nature of this research, a qualitative methodology is adopted, with a longitudinal case study employed as the research method. The Wråd case study confirmed that SMEs can contribute to the achievement of the SDGs by developing partnerships with multiple stakeholders. In addition, this research revealed that the characteristics of the SMEs' partners can be referred to the four following dimensions: economic, environmental, social and purpose. Furthermore, it proposed that quality utility value, technique level, profitability are the subdimensions of the economic dimension and that resource consumption efficiency, pollution production, energy efficiency, environment management system and environment equipment and facilities are the subdimensions of the environmental dimension. This research expressed also that public health, employee engagement, brand reputation and local communities' influence are the subdimensions of the social dimension. Finally, it underlined that sustainability-oriented awareness development, sustainable orientation, sustainable collective culture, proactive managerial skills, organisational learning and proactive and innovative leadership are the subdimensions of the purpose dimension. In line with previous studies underlining the importance of increasing the TBL dimensions, this study suggests a further extension of this theory with the 'purpose' dimension. This study highlights the importance of developing a vision supported by a social awareness of the problems that need to be addressed and that transcend the fashion sector. Further researches could explore a larger sample of SMEs operating in different businesses and the point of view of the SME's partners.
The case of Linares de la Sierra (Spain), by Alfonso Vargas-Sánchez, turns to Spain to present how tourism can contribute to mitigating the depopulation of communities supported by projects developed for and with residents.
The Spain–Portugal Cross-Border Cooperation Program launched the “Espomar” project in 2017, with the aim of designing a sustainable and transboundary maritime transport system in the Gulf of Cádiz, which includes the Spanish provinces of... more
The Spain–Portugal Cross-Border Cooperation Program launched the “Espomar” project in 2017, with the aim of designing a sustainable and transboundary maritime transport system in the Gulf of Cádiz, which includes the Spanish provinces of Cádiz (its Atlantic coast) and Huelva, together with the Portuguese region of the Algarve. This chapter limits the scope to the Algarve-Huelva connection and the resident population demand. The findings suggest a maritime connection defined and marketed as part of leisure activities. The demand for potential tourism packages created around boat trips appears to be promising. The sun beach, gastronomy wine and culture landscape vectors are the main attractors.
The paper aims to investigate the characteristics of SMEs’ partners that can better contribute to the achievement of the SDGs. Given the explorative nature of this research, a qualitative methodology is adopted, with a longitudinal case... more
The paper aims to investigate the characteristics of SMEs’ partners that can better contribute to the achievement of the SDGs. Given the explorative nature of this research, a qualitative methodology is adopted, with a longitudinal case study employed as the research method. The Wråd case study confirmed that SMEs can contribute to the achievement of the SDGs by developing partnerships with multiple stakeholders. In addition, this research revealed that the characteristics of the SMEs’ partners can be referred to the four following dimensions: economic, environmental, social and purpose. Furthermore, it proposed that quality utility value, technique level, profitability are the subdimensions of the economic dimension and that resource consumption efficiency, pollution production, energy efficiency, environment management system and environment equipment and facilities are the subdimensions of the environmental dimension. This research expressed also that public health, employee enga...
This study aims to identify the sustainable business practices operationalized in the sustainable business models of manufacturing companies and highlights these companies' contributions to achieving Sustainable Development Goals... more
This study aims to identify the sustainable business practices operationalized in the sustainable business models of manufacturing companies and highlights these companies' contributions to achieving Sustainable Development Goals (SDGs). The results outline that a clear sustainable value proposition is operationalized through a large and various range of sustainable practices that, although some of them are legally promoted, are mostly voluntarily adopted. Unlike previous studies, this research shows a widespread commitment not only to the economic and environmental dimensions of sustainability but also to the social one, above all to promote workers' well‐being, improve the workplaces, and engage the employees. Furthermore, the study reveals an across‐the‐board dimension of sustainability operationalized by the adoption of local embeddedness strategies, networking development, and creation of a sustainable ecosystem and contributes to extending—and improving all dimensions ...
Major tourism destinations are facing increasing difficulties to tackle overcrowding, which seriously affect the quality of the tourists’ experience and undermine the residents’ quality of life. As a result, some cases of tourismphobia... more
Major tourism destinations are facing increasing difficulties to tackle overcrowding, which seriously affect the quality of the tourists’ experience and undermine the residents’ quality of life. As a result, some cases of tourismphobia are starting to emerge. Therefore, dealing with this trouble is becoming a hot topic for tourism managers, particularly in urban destinations. To this respect, smart tourism initiatives can help to address this problem, facing the following questions: Is the disproportionate growth of tourism (too many tourists) the issue or, instead, poor tourism management? Or both? A variety of approaches will be presented as possible remedies to this illness. Within them, technological solutions have a relevant role to play, having shown a significant capacity to be helpful. The compendium of best practices released by the European Commission in occasion to the “2019 European Capital of Smart Tourism competition” is also examined, particularly with regard to tourism dispersal.
Sobre la base de que la crisis causada por la covid-19 supondrá, por sus características, un antes y un después para la industria turística, el presente capítulo aplica una mirada prospectiva al día después, es decir, al nuevo panorama... more
Sobre la base de que la crisis causada por la covid-19 supondrá, por sus características, un antes y un después para la industria turística, el presente capítulo aplica una mirada prospectiva al día después, es decir, al nuevo panorama que puede quedar dibujado una vez que la actividad del sector se reactive tras su obligada hibernación. Para ello, y partiendo de algunos datos preliminares de investigaciones de mercado que señalan posibles cambios, se esbozan algunos escenarios en función de tres variables clave: política gubernamental, com-portamiento del turista y cultura organizacional (de las empresas). El análisis de los mismos se complementa con una serie de consideraciones acerca de la gestión de crisis, incidiendo en la importancia de avanzar en su dimensión proactiva o anticipatoria, más aún cuando viene marcada, como en este caso, por su carácter inédito.
En este trabajo se aborda la evolución de la imagen que tanto Portugal como España proyectan, considerando la indudable importancia que esta percepción tiene dentro de una economía global en la que se compite por atraer inversiones,... more
En este trabajo se aborda la evolución de la imagen que tanto Portugal como España proyectan, considerando la indudable importancia que esta percepción tiene dentro de una economía global en la que se compite por atraer inversiones, talento, turistas,…La crisis reciente que ha afectado severamente a ambos países durante los últimos años hace que la observación de este periodo tenga especial sentido y relevancia, para apreciar sus efectos. Es claro que la imagen que un país proyecta al exterior, con sus correspondientes atributos, afecta a la hora de hacer negocios a escala internacional, incluyendo las relaciones comerciales a nivel ibérico. Así, en términos metodológicos, hemos extraído las principales conclusiones de estudios que han sido realizados al respecto, con base en datos secundarios; si bien algunos de ellos no son estrictamente indicadores de imagen, sí que tienen una influencia sobre la misma. Finalmente, se reflexiona sobre su posible repercusión en las relaciones comerciales entre ambos países.
Resumo: El libro pretende mostrar por qué hay empresas mucho más rentables que otras, y cómo se puede conseguir una posición de rentabilidad duradera. Para ello, lo fundamental para el autor de este brillante libro es dirigir... more
Resumo: El libro pretende mostrar por qué hay empresas mucho más rentables que otras, y cómo se puede conseguir una posición de rentabilidad duradera. Para ello, lo fundamental para el autor de este brillante libro es dirigir adecuadamente y con éxito la empresa, tarea ...
Purpose This paper contributes to addressing the research gap relating to the absence of a systematic analysis as to how new technologies can support the application of circular economic principles in the tourism industry through the... more
Purpose
This paper contributes to addressing the research gap relating to the absence of a systematic analysis as to how new technologies can support the application of circular economic principles in the tourism industry through the promotion and articulation of a start-up ecosystem able to feed tourism organizations with circular economy solutions.

Design/methodology/approach
A sample from a population of start-ups, mainly Spanish, linked to the circular economy was gathered and analyzed; in addition to secondary data, a survey was designed and administered for the purpose of primary tourism industry data collection.

Findings
A holistic start-up ecosystem for circular tourism is taking shape, facilitated by interactions between tourism and other economic activities, with the aim of tackling a diversity of circular economic objectives. The interest from start-ups in the circular economy for tourism seems to be rising, with attention given to certain technologies in line with the trend toward digitization and automation processes. Nevertheless, the potential for growth in the application of Technology 4.0 remains significant. Finally, the circular principle of reduction (energy and food waste) has emerged as a key objective in tourism.

Originality/value
The article provides insights on the application of circular economic principles in tourism through its interaction with a specialized start-up ecosystem able to support a paradigm shift toward circular tourism.
The purpose of this investigation is to study the link between Institutional Theory and quality practices in three, four and five star hotels located in Galicia (in northwest Spain). This investigation aims to characterize the... more
The purpose of this investigation is to study the link between Institutional Theory and quality practices in three, four and five star hotels located in Galicia (in northwest Spain). This investigation aims to characterize the institutional environment of these hotels, which will allow the various determinants explaining the implementation of quality management practices to be measured. To achieve these objectives, a research model that links the pressures of the institutional context with quality practices, and the latter with legitimacy, was developed and used. A quantitative study was carried out in which the referred model was applied to a sample of the hotel population using the partial least squares (PLS) technique and Visual-PLS software. The primary results of this investigation show that the hotels are incorporated in an institutional context mainly marked by normative pressure. This pressure tries to determine the norms and values through the accreditation of their behaviour. However, legitimacy and social support are the result of the behaviour of the hotels under study. It is important to note that the originality of this work derives from the set of main contributions based on the theoretical framework, Institutional Theory, objects under study and geographical area (the higher rank hotels in Galicia); the socio-economic context marked by the economic crisis; and the type of hotel entities (private and profit making).
This chapter first presents a synthesis of current research on Halal tourism using a small-scale meta-analysis of previous literature. It then presents findings of a study that was designed to provide insights into Halal tourism from the... more
This chapter first presents a synthesis of current research on Halal tourism using a small-scale meta-analysis of previous literature. It then presents findings of a study that was designed to provide insights into Halal tourism from the point of view of tourism experts with a special focus on the importance and offering of Halal tourism in Spain.
The purpose of this paper was to study in depth specific experiences of innovative management in the gastronomy sector, with the object of transferring knowledge from restaurants to other types of company. To achieve the basic objective... more
The purpose of this paper was to study in depth specific experiences of innovative management in the gastronomy sector, with the object of transferring knowledge from restaurants to other types of company. To achieve the basic objective proposed an inductive methodology has been followed, based on the study of six cases in the city of Huelva (Spain), using the qualitative technique of the semi-structured in-depth interview. The itinerary from the particular to the general typical of the inductive methodology has enabled us to put forward, principally, explanatory models of the creative process, the innovatory process and the generation of gastronomic experiences. The expansion of this line of research to include other entrepreneur-chefs would be productive; this should contribute to the generalization of the knowledge acquired, and should help the researcher to progress towards the deductive phase of the scientific method. The main practical implications are centred on better understanding of the key factors involved in passing from the idea (creativity) to the product (the innovation), and from there to customer satisfaction (via the gastronomic experience) that generates customer loyalty and sustainable profitability. The protection of specialist knowledge when innovating is also discussed. Gastronomy is used as a source of inspiration in helping to explain key factors in today’s business world, particularly creativity and innovation, and to develop the concept of gastronomic management.
Objectives. In general, the smart approach allows strengthening the ability to solve problems (e.g. those related to sustainability) through an efficacious use of knowledge. Smart management of tourism rests on an information-driven... more
Objectives. In general, the smart approach allows strengthening the ability to solve problems (e.g. those related to sustainability) through an efficacious use of knowledge. Smart management of tourism rests on an information-driven logic, becoming critical the capacity of organizations to capturing data from diverse sources and makes them available to managers. It is recognized that smart tourism destinations are built around a number of areas, within which sustainability is one of them. The paper intends: to present how the literature has addressed the intersection between the smart and sustainability concepts and to display diverse cases in that intersection. Methodology. The study presents a review of the literature of smart tourism and sustainability, trying to unravel the link between both concepts. Then, it performs a collection of experiences on the components of smartness, implemented with satisfactory results and aligned to the management of sustainability issues. Findings. The analysis reveals several gaps that should be bridged for a full exploitation of the intersection between smartness and sustainability. Firstly, the need to move from a focus based on technology, to a more global and long-term perspective on how the data-driven logic of smartness can help to tackle sustainability issues in destinations. Secondly, the smart tourism approach has a potential for the preservation of local heritage, way of living and culture, connecting its capabilities with the social components of smart people, smart mobility and smart living. Finally, the insertion of tourism into the emergent paradigm of circular economy. Research limits. Although the completeness in the collection of experiences in a so vast and dynamic field is a utopia, it is honest to recognize that the speed of technological evolution prevents to present a set of initiatives fully updated, together with their outputs. Practical implications. The design of tourism destinations should not be based on harnessing the ICTs proliferation only, but, more importantly, on the need for balancing all the beneficiaries -from internal publics (residents, local people) and external ones (visitors in one single word, both excursionists and tourists)- through the paradigm of “smartness”, that, in the search for a more sustainable tourism industry, guides people’s living conditions. Originality of the study. The study promotes to moving forward in this area through a cross-fertilization between theory and practice, with the outline of a number of recommendations together with some suggestions for further research in a still under explored field of study.
The purpose of this paper was to study in depth specific experiences of innovative management in the gastronomy sector, with the object of transferring knowledge from restaurants to other types of company. To achieve the basic objective... more
The purpose of this paper was to study in depth specific experiences of innovative management in the gastronomy sector, with the object of transferring knowledge from restaurants to other types of company. To achieve the basic objective proposed an inductive methodology has been followed, based on the study of six cases in the city of Huelva (Spain), using the qualitative technique of the semi-structured in-depth interview. The itinerary from the particular to the general typical of the inductive methodology has enabled us to put forward, principally, explanatory models of the creative process, the innovatory process and the generation of gastronomic experiences. The expansion of this line of research to include other entrepreneur-chefs would be productive; this should contribute to the generalization of the knowledge acquired, and should help the researcher to progress towards the deductive phase of the scientific method. The main practical implications are centred on better unders...
The aim of this chapter is to present a research agenda that can help to advance the generation of scientific knowledge intended to support the implementation of circular economy initiatives in the tourism industry. In this line, a... more
The aim of this chapter is to present a research agenda that can help to advance the generation of scientific knowledge intended to support the implementation of circular economy initiatives in the tourism industry. In this line, a decalogue was used as a starting point, which was checked with academics and professionals in this field in order to refine the initial proposal and enrich it with new research opportunities and challenges. As a result, a research framework has been created and organized into four sections, according to their nature: economic/business, social, environmental, and cross-sectional. Nevertheless, in spite of the particular character of each of them, their interconnections are also underlined in order to contribute to the progressive development of a more circular tourism economy.
Accessible tourism destinations provide both tourists and locals with substantial benefits, but the transition toward fully accessible tourism requires investment and appropriate governance mechanisms. This chapter discusses the role of... more
Accessible tourism destinations provide both tourists and locals with substantial benefits, but the transition toward fully accessible tourism requires investment and appropriate governance mechanisms. This chapter discusses the role of technological and non-technological resources that enable a transition to accessible tourism and specifically addresses the relationship between accessible tourism and smart tourism destinations. The chapter also emphasizes the need for coordination among the multiple actors who belong to the destination’s service ecosystem for successful accessible tourism, outlining both the formal and informal coordination mechanisms among actors. Finally, the specific contribution of digital ecosystems enabled by digital platforms is presented and discussed, highlighting that the establishment of digital platforms is necessary but not sufficient to establish effective digital collaboration among actors.
La transición hacia una Economía Circular, es decir, hacia una economía orientada a la eliminación de los residuos, es uno de los grandes vectores de innovación y cambio del presente siglo, al que el sector turístico no es ajeno. En este... more
La transición hacia una Economía Circular, es decir, hacia una economía orientada a la eliminación de los residuos, es uno de los grandes vectores de innovación y cambio del presente siglo, al que el sector turístico no es ajeno. En este contexto, el objetivo de este trabajo es doble: por una parte, exponer los principios de aplicación de la Economía Circular en dicho sector, con singular referencia a los nuevos modelos de negocio circulares; y por otra, presentar los primeros avances en este campo a nivel de un destino turístico en la provincia de Huelva (España). El estudio exploratorio realizado revela las prioridades de los empresarios, que ratifican determinadas apreciaciones puestas de manifiesto en la literatura. La toma de conciencia entre los mismos parece existir, pero se echa en falta una acción colectiva a nivel de destino que la canalice en acciones concretas articuladas en un plan.
PurposeSince the outbreak of the Covid-19 pandemic, many restaurants and catering businesses have introduced or improved online food ordering and delivery services (OFODSs). This study aims to identify service quality expectations about... more
PurposeSince the outbreak of the Covid-19 pandemic, many restaurants and catering businesses have introduced or improved online food ordering and delivery services (OFODSs). This study aims to identify service quality expectations about OFODSs, to examine their content and to suggest management strategies to meet these expectations.Design/methodology/approachAdopting a qualitative method, four focus groups were conducted amongst Italian users of OFODSs.FindingsThe results reveal three dimensions of expectations, each comprising two categories that can be set along a continuum: (1) basicness of expectations (ranging from implicit to explicit), (2) accuracy of expectations (ranging from fuzzy to precise) and (3) attainability of expectations (ranging from realistic to unrealistic). Content may refer to technical, social, economic, legal and technological aspects. To meet customer expectations, the following strategies are suggested: customer reassurance, flexibility, continuous improv...
Accurate time series prediction techniques are becoming fundamental to modern decision support systems. As massive data processing develops in its practicality, machine learning (ML) techniques applied to time series can automate and... more
Accurate time series prediction techniques are becoming fundamental to modern decision support systems. As massive data processing develops in its practicality, machine learning (ML) techniques applied to time series can automate and improve prediction models. The radical novelty of this paper is the development of a hybrid model that combines a new approach to the classical Kalman filter with machine learning techniques, i.e., support vector regression (SVR) and nonlinear autoregressive (NAR) neural networks, to improve the performance of existing predictive models. The proposed hybrid model uses, on the one hand, an improved Kalman filter method that eliminates the convergence problems of time series data with large error variance and, on the other hand, an ML algorithm as a correction factor to predict the model error. The results reveal that our hybrid models obtain accurate predictions, substantially reducing the root mean square and absolute mean errors compared to the classic...
Changes in the way of life of societies have led to an intense growth of nightlife tourism around the world, mainly in cities and coastal areas, and expectations are for continued growth in the future. Malpractice in this sector and... more
Changes in the way of life of societies have led to an intense growth of nightlife tourism around the world, mainly in cities and coastal areas, and expectations are for continued growth in the future. Malpractice in this sector and excesses in the holiday behaviour of groups of tourists, often related to alcohol, have led to the emergence of so-called booze tourism. This phenomenon has a negative impact not only on tourism but also on the safety and daily life of residents. This paper explores governance measures for the efficient management of nightlife, mainly in the face of the problems generated by booze tourism. For this purpose, we evaluate the risk environments and solutions adopted in three locations in Spain, one of the world leaders in the nightlife sector. The analysis includes observations from residents, authorities and citizen protection entities, informal discussions and collection of secondary data. A series of recommendations drawn from empirical experience can be ...
PurposeThis review highlights the need for a tourism industry turnaround combining changes in its governance and in its social success metric.Design/methodology/approachAlthough debate was ongoing before the pandemic with the... more
PurposeThis review highlights the need for a tourism industry turnaround combining changes in its governance and in its social success metric.Design/methodology/approachAlthough debate was ongoing before the pandemic with the sustainability approach as the main reference, the crisis caused by the SARS-CoV-2 has multiplied and amplified the voices calling for change in order to counteract the inertia of a return to the pre-pandemic “business as usual” scenario.FindingsThis review led to a proposal that combines a tourism governance framework and its principles, with a conceptualisation of social success and guidelines for building a metric for its measurement.Originality/valueThis resides mainly in a transition from a public–private partnerships (3Ps) model to a new scheme of public–private–people partnership (4Ps). The P for “people” represents the need for an alliance with society to contribute to the recovery and transformation that the tourism industry is currently experiencing. ...
In: M. Ivanova, S. Ivanov, V.P. Magnini (Eds.). The Routledge Handbook of Hotel Chain Management. Routledge, 2016, pp. 193-204 (chapter 16). ISBN: 978-1-138-80505-7.
The idea of launching a call to create a special issue on the subjects of sustainability and social responsibility in tourism was born during a meeting with the thematic group “Tourism and Culture Management” of the Italian Management... more
The idea of launching a call to create a special issue on the subjects of sustainability and social responsibility in tourism was born during a meeting with the thematic group “Tourism and Culture Management” of the Italian Management Society (SIMA) on the occasion of the conference of Rome La Sapienza organized by SIMA and Sinergie, Italian Journal of Management, on 20-21 June 2019. The theme of the special issue was initially also inspired by the topics covered during that Conference, the title of which was “Management and sustainability: creating shared value in the digital era”. In reality, the theme of sustainability in tourism has long been common to scholars of tourism management and  fascinates us as curators of this special issue too. Indeed, we are aware that the problems of global pollution, climatic upheavals, population health and, more generally, all the challenges placed at the center of the 2030 agenda of the United Nations Organization (UN) are fundamental for orien...

And 439 more

La Sociedad Cooperativa Andaluza OVIPOR fue creada con el fin de concentrar la producción de pequeños ganaderos de la provincia de Huelva, España, y de este modo comercializar los productos en mejores condiciones y acceder a nuevos... more
La Sociedad Cooperativa Andaluza OVIPOR fue creada con el fin de concentrar la producción de pequeños ganaderos de la provincia de Huelva, España, y de este modo comercializar los productos en mejores condiciones y acceder a nuevos mercados. Hasta los años ochenta la posición dominante de intermediarios impedía una comercialización más ventajosa para el productor, que, aislado, enfrentaba caídas de precios y situaciones especialmente duras en los años de sequía. ¿Son los tiempos de crisis favorables para impulsar el asociacionismo? ¿Es una estrategia de desarrollo válida para explorar? Don Agustín González lo tuvo claro desde el comienzo y así lo hizo. En este marco trazó y ejecutó su proyecto cooperativo.
Este caso muestra la trayectoria de Soraya Inés Casado (SIC), una mujer joven en una industria, la del corcho, que, a partir de una situación adversa en la empresa de su padre, fue capaz de cambiar el concepto tradicional de la materia... more
Este caso muestra la trayectoria de Soraya Inés Casado (SIC), una mujer joven en una industria, la del corcho, que, a partir de una situación adversa en la empresa de su padre, fue capaz de cambiar el concepto tradicional de la materia prima mediante su conversión en artículos de moda y diseño, tomando un camino diferente a los explorados hasta entonces. En la evolución de su proyecto, una determinada decisión estratégica representó un punto de inflexión definitivo: la de dar entrada en el capital a un inversor extranjero para impulsar el crecimiento internacional, dando origen a una situación nueva en la que la toma de decisiones y la gestión debían compartirse. 
Este caso es de buenas prácticas, lo que permite al alumno analizar el proceso de innovación de la empresa en toda una industria, visualizar los obstáculos enfrentados además del costo personal para la protagonista.
Desde sus orígenes a finales del siglo XIX hasta la actualidad, el presente caso muestra las etapas por las que ha transitado una saga de emprendedores de la provincia de Huelva (España), la familia Velo, con cuatro generaciones... more
Desde sus orígenes a finales del siglo XIX hasta la actualidad, el presente caso muestra las etapas por las que ha transitado una saga de emprendedores de la provincia de Huelva (España), la familia Velo, con cuatro generaciones implicadas; desde los modestos inicios de una fábrica de tomates en conserva, hasta la realidad del momento con la mayor empresa productora de moras de Europa, denominada Agrícola El Bosque. Sus gestores actuales, los hermanos Velo (Javier y Daniel) se enfrentan a la problemática derivada del modelo de crecimiento seguido hasta ahora, en el que una clave fundamental ha sido la cooperación con otros productores de berries de la zona, a través de una alianza comercial con el nombre de Plus Berries. Su mantenimiento o reconfiguración se presenta como una decisión estratégica fundamental que han de abordar próximamente con urgencia: se estima que para el año 2018 habrá sobreoferta de berries con la consecuente reducción en los precios.