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.
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.
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.
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.
