Let the cork fly: creativity and innovation in a family business

This case study explores the growth and internationalization of Pelcor, a traditional company situated in the remote south of Portugal. The Correia family has had a cork factory for over 40 years and they originally produced cork exclusively to sell to other companies. However, due to a crisis in their traditional markets at the turn of the century, a young woman entrepreneur introduced significant changes to the business. This case illustrates how a brand can be developed for international growth and expansion by a small family business. It also highlights the role of an entrepreneur in introducing modernity, innovation and product diversification to allow such a small family firm to reach global markets. Additionally, by using grades of cork that were formerly rejected as waste material, the firm has contributed significantly to the sustainability of this natural resource.