Creativity and innovation in ceramic industry and tile companies. Case of study. TAU Cerámica, S.L.U.

Abstract

Currently, there are many ceramic companies in the market, since over the years new companies have been introduced in the sector, making the differentiation of the product by itself more and more complex. This situation means that small companies have to survive with respect to large companies, because these last have a lot more resources to obtain a competitive advantage. Usually, the competitive advantages that are obtained are made through creativity and innovation, since they are relevant aspects to be able to have an advantage in differentiation to be able to compete with the rest of the existing companies. This situation is reflected in the province of Castellon, which takes over 93% of the ceramic sector, there are a large number of companies that develop their activity in a small area that we will call cluster and study later. It is important for studying the ceramics sector because over the years it has had to introduce a several innovations in companies in order to supply the market demands. So, this work will be developed as follows: Chapter 2 will present a theorical framework, where we will talk about creativity and innovation in the ceramic sector. The influences and the strategies that will be carried out to implement them, as well as the concept of Cluster and its importance within the sector. Chapter 3 will describe the concept of the ceramic sector, as well as its production process by studying the two types of ceramics, ending with a current and future analysis of the sector. As well as, an analysis of a case in the company TAU Cerámica that belongs to Pamesa Business Group, being this one, the largest group at sectorial level. Chapter 4 will describe the concept and introduction of Inkjet technology within the sector, as well as the advantages, importance e implementation and therefore the changes and results that occurred when introduced in companies. Chapter 5 will set out the final conclusions and limitations, as well as future research that can be carried out in the future.