From product innovation to competitive advantage: evidence from the case of Turri & Boari

The objective of this paper is to demonstrate how a company can differentiate itselfin the market for the long term through its initial product innovation. By employing qualitative analysis through in-depth interviews, we investigate the organisational and strategic factors that are useful for maintaining long-term competitive advantage that results from product innovation. The originality and significance of this study lies in its investigation of an entiresector observed through 100 per cent of its (national) businesses and its highlighting of distinctive features of individual companies. Turri & Wingamm is a product-innovation case that demonstrates rather n process that led to organisational innovation. Turri & Boari operates in a niche that arose independently in the early 1980s, andhas maintained its position in the market over time thanks to careful management of almostevery aspect of production, and its organisational and commercial strategies. The conclusions of this case study can be applied to companies from different sectors working under the same conditions, that is, innovative companies that offer specialty and experience goods in a niche market.