Expansion strategies of a Catalonian family firm: Agrolimen, 1937-2007

Abstract

The purpose of this paper is to identify the keys of the Agrolimen success in its short history. Vertical integration, marketing and change in management explain the prodigious growth of this fi rm, born as a small war business which became at the end of the 20th century one of the most important food and toilet preparations companies of Europe, without losing its familiar condition.
This text emphasises its continuous exploration of new product, the help of the publicity, the separation between ownership and administration and the use in its presence in emerging markets of the experience acquired in Spain.