1 Center for Industrial Production, The Faculty of Social Sciences, Aalborg University, VBN2 Department of Business and Management, The Faculty of Social Sciences, Aalborg University, VBN3 The Faculty of Engineering and Science, Aalborg University, VBN
The case examines how Gabriel, a Danish textile company, transformed itself from being a traditional textile manufacturer to becoming an innovative virtual servi-manufacturer. The case covers the main milestones in Gabriel’s recent history, explores the main reasons for the transformation that started in the late 1990s and studies how this transformation towards becoming a virtual servi-manufacturer was dealt with. The case closes with the sections examining the role of innovation activities in the newly transformed company. The story of Gabriel illustrates a highly successful globalization journey and its underlying dynamics. The case highlights how the operations configuration and the relationships between key parties do not stay constant over time. They rather shift and adapt to internal and external stimuli. The case explores these stimuli in retrospect and describes how the company attempts to reconcile market requirements with its operations configurations and capabilities.
Emerging Markets Case Studies Collection, 2011, Vol 1, Issue 1