PurposeThe purpose of this paper is to describe a case that looks at how an innovative plastics packaging company in Portugal integrates itself into the value chain of company clients. The pedagogical objectives are: to present a success case in technological, processes and business innovation; to present a success case in business strategy, based on the build‐up of partnerships; and to construct a platform for discussion of a first mover strategy, and precautions to be taken in its pursuit.Design/methodology/approachA range of evidence, including primary and secondary data, was used in the writing of this case, namely: direct observation, interviewing, press releases and press cuttings, annual reports, customer records and organization charts.FindingsLogoplaste has gained a leadership position and has successfully managed to achieve a relevant position in the international landscape by seeking a vertical integration of its activities, in order to obtain a better value proposal for its clients, which, at the same time, allows it to capture a part of that value for itself. This practice has permitted this company not only to grow overseas but also to reveal a customer loyalty performance of 100 per cent. These results are deeply connected with their innovative value proposal, e.g. product innovation, process innovation, marketing innovation and business model innovation.Originality/valueThis study provides insights into the nature of a company, which has successfully developed its activity based on a strong investment in innovation since its genesis. Logoplaste's strategy can be considered distinctive as it combines and integrates the following strategic vectors: integration of the client's logistical and value chains, based on a process of partnership developments; investing in R&D of packaging engineering, with the offer of an “vend‐to‐end” solution; and production process based on a “wall‐to‐wall” model.

Following the trend of energy-efficient construction, renders with thermal insulation properties have been studied for replacing conventional renders. However, there are still few studies on the durability of these renders that may become a barrier for their implementation. In this study, the performance of lightweight renders for thermal insulation to accelerated aging cycles and freeze/thaw cycles is discussed. For this purpose, renders with regranulated expanded cork (GEC), silica aerogel (SA), and expanded polystyrene (EPS) were produced and tested for compressive strength, ultra-sound velocity, Young’s modulus, and thermal conductivity before and after accelerated aging cycles (hygrothermal, IR and freeze/thaw cycles). With this study, a comparison between the influence of different aggregates on renders is carried out in order to understand their effect on different properties of renders.

The literature on referencing takes a firm stance on the value that vendors derive from marketing customer references. What the literature lacks, however, is empirical work that supports our current understanding of the value of customer references to the potential customer. The present exploratory research aims to demonstrate the value of customer references from the perspective of the potential customer. This goal will be achieved by considering a single case study that provides evidence for the value of customer references to potential customers in business markets. Three theoretical propositions emerge as key conceptual contributions: (a) customer references allow buying companies to establish their suppliers' competence, assess the buying decision risk and forecast return on investment; (b) customer references deliver value by helping potential customers to identify new business needs and (c) potential customers benefit from being exposed to customer references insofar as they are sources of organizational learning. This work concludes by presenting recommendations for practitioners who wish to reap the full benefits of customer references.

This article aims to study the influence of customer reference marketing on capital buying decisions in the context of firms with highly complex contractual frameworks. It presents the case of a thermoelectric power plant in which customer referencing did not influence a relevant buying decision. Evidence suggests that the implicit governance mechanism of project financing nullified the referencing effect. Project finance restricts managerial discretion over free cash flow, which influences organizational buying behaviour at the level of capital equipment goods. This research identifies the presence of this singular kind of governance system and draws managerial consequences for suppliers who wish to sell to project firms. A clear understanding of the legal and contractual framework can help suppliers to fulfil the potential customer’s needs and expectations.

Purpose The purpose of this research is to study organizational purchasing and relationship formation in interactions between customers and suppliers of capital equipment and the factors affecting the ability of reference marketing programs to deliver their expected purchasing benefits. Design/methodology/approach This work adopts an inductive research strategy and combines a critical realist approach with a qualitative research method consisting of in-depth interviews with purchasing managers from the energy industry. Findings By presenting a new theoretical model that aims to explain the referencing phenomenon, this study offers a deeper understanding of referencing and thus new perspectives on how and under what circumstances the customer–supplier relationship can be leveraged. Research limitations/implications Because of the qualitative nature of the research, no claim to statistical significance can be made. The model presented here helps the authors to understand the empirical phenomena as exhibited in the recorded interviews, but it does not allow for statistical generalization. The model allows for a certain degree of analytic inference but only within the study’s boundaries and limitations because the above findings are specific to the electric power industry. Practical implications A deeper understanding of this phenomenon allows suppliers to pursue strategies based on efficient reference marketing programs. The paper ends by presenting useful recommendations for reference marketing best practices and suggestions for improving the use of references in organizational purchasing. Originality/value The available literature on referencing does not clarify the factors that affect the ability of reference marketing to deliver its purchasing benefits. Thus, the facts and circumstances associated with the influence that reference marketing programs have on purchasing behavior have yet to be determined.