Fluidra’s “success story” published on ICEX’s Virtual Internationalisation Centre.

ICEX’s Virtual Internationalisation Centre aims to recognise businesses for their
success and internationalisation, and thereby encourages other small, medium and
large businesses to follow suit. The method chosen for such a process is the
development of case studies that act as an educative tool in training people in the
management of internationalisation.
One of the success stories is multinational company Fluidra’s international experience.
Fluidra’s success story was officially outlined in an event organised by the EADA
business school, attended by the CEO of Fluidra’s AAP department
(Americas/Asia/Pacific), the chairman of the EADA foundation, David Parcerisas and
ICEX’s Head of Exports and Business Studies, Javier Serra.
After an introduction by Parcerisas and a presentation of the Virtual Centre by Javier
Serra, Pere Ballart traced Fluidra’s trajectory through an analysis of the business in
which he highlighted its competitive edge and described its business value. The
company’s turnover, international presence and workforce were shown in figures.
Later on, the business’ internationalisation process was explained, describing the
difficulties it encountered and the lessons it learnt along the way.
Finally the creator of the success story scheme, Mariano Najles, a member of EADA,
explained the details of the story published on ICEX’s Virtual Internationalisation
Centre’s website. Fluidra’s marketing policies, human resources and its influence on
business success outside of Spain are also described.