Cluster and innovation. The case of Pamesa ceramic tile company

Abstract

The aim of this project is to learn about the concept of innovation and cluster in a business. I have chosen Pamesa as the company to study, because it is the largest ceramic tile group in Europe. On the one hand, innovation is a very important topic, because almost all businesses invest in R+D activities. Here we will discuss both the theoretical concept of innovation and R+D in the ceramic tile cluster. In terms of the theoretical concept, it explains the various concepts of innovation and its different typologies. In the innovation of the ceramic tile cluster, it explains decisions that have had to be taken to be able to continue innovating in the sector. In Pamesa, many R+D activities are carried out, so we have focused on the three most important ones: marketing innovation, in which the marketing method is improved. Process innovation, which improves the production method, and product innovation, which improves the characteristics and performance of its products. On the other hand, the concept of cluster explains the historical evolution of ceramics tile in Castellón, as this area is the most important ceramic tile cluster in Spain. Also, the concept of industrial district is introduced, which is similar to the cluster, it is a specific territorial area of a community of people and industrial businesses. In addition, the concept of cluster is related to a type of innovation, particularly, with green innovation, since they are those ecological products that include technologies on the environment. Therefore, this innovation is related to the cluster, as it is a collection of ecological processes that makes this interaction a network in which both product companies and local institutions are involved. As for the ceramic tile cluster, today there are many types of clusters at the international level, such as Silicon Valley, Madrid Network and Hollywood. But at the national level, the most important ceramic tile cluster is in Castellón. For this reason, the main data of the Spanish ceramic sector are presented in this paper. Finally, as mentioned above, Pamesa is the leading European producer and, on the other hand, it accounts for 19% of the production of the Spanish ceramic tile sector. (Pamesa Industrial Group, 2022). The assignment of the work is as follows, the theoretical concepts of innovation and cluster appear in the theoretical framework. In the second section, the cluster and ceramic tile innovation, innovation and cluster in Spain are discussed. In the third section, the company Pamesa is explained, both the business group and its commercial brand Pamesa Ceramica. Finally, in the last section, innovation in Pamesa is described, specifically innovation in marketing, processes and products.