Creativity firms and creativity industries : case study Keraben Grupo S. A.

Abstract

In nowadays world in which live movements such as globalization make the business more competitive and require more innovative tools to differentiate themselves from the competition and to obtain benefits from its activities. Taking into account these facts, concepts and the evolution of innovation and creativity are essential to companies can develop their activity. Aspects such as the development of competitive advantages and differentiation of companies within their competence are essential to get benefits. In particular, these advantages are required even in mature sectors. As we will explain in this project, in addition to understanding the importance of these concepts, we will explain the importance of the ceramic sector. Because it is a sector of particular importance in the province of Castellón. This sector develops 95% of its activities in the area of Castellón. This agglomeration of the activities of the sector has given rise to many studies, and this project is attached to these studies, trying to weave the importance of innovation in a sector such as the ceramics. To get to understand the implementation of these innovations in the sector, we are going to study the implementation of one of the latest technical applications in the sector, and in particular in the case of the company Keraben, as one of the largest companies in the sector Spanish, in addition to their culture focused on innovation, give us an example of how it is possible to survive in the sector thanks to innovation. The development of technology decoration Inkjet and the implementation in the company, will help us to understand the importance of innovations in quality and design in the sector, since the Spanish ceramic industry reach its customers thanks to differentiation by the quality and design of their products. And finally, we will obtain the conclusions to which make us reach the union of these concepts.