Analysis of micro, small and middle sized Spanish exporting companies: recommendations and change management plan for Mas Montseny

Abstract

This case study focuses on Mas Montseny, a Spanish small and middle sized company who aspire to internationalize its key product, through a market development strategy. Without experience on international markets and within a globalized world where an increasingly number of companies seek out new opportunities abroad, the likelihood to survive on international markets is reduced. In front of this situation, a qualitative investigation has been developed bringing us closer to to the contextual reality as well as its accurate comprehension and interpretation. Interviews with experts on the field have been the instrument that have enabled this approach. We have given a qualitative treatment to the analysis by giving voice to the individuals.

The result of the qualitative research is a benchmarking of the key success factors of Spanish internationalized SMEs. From this benchmarking an internationalization strategy for Mas Montseny together with its recommendations is developed, within a change management framework. The best strategy for the company, according to its features taken from the strategic analysis in the contextualization phase, is to export its product to Norway, within a differentiation focus strategy approach.