The case study SEAT: Achieving Excellence in Production and Quality, by Cristina Giménez and Susana Salvador of ESADE and Cristina Sancha of OBS Business School, has received the EFMD Case Writing Award in the Continuous Improvement category. Organised by the European Foundation for Management Development (EFMD), the EFMD Case Writing Competition is one of Europe’s most prestigious case-study competitions.

The authors of the case study described the award as a great honour and expressed their gratitude for SEAT’s generous willingness to share its experience. As part of ESADE’s Double Degree in Business Administration and Law, which includes the case study on its syllabus, students had the opportunity to present their proposals at a SEAT manufacturing facility. According to the students, the case study was extremely useful in that it allowed them to implement theoretical concepts in practice, which leads to better learning.

Regarding the case study, the authors commented: “Our goal in designing this case was to encourage students to reflect on the human dimension involved in the implementation of operational strategies.” In short, this practical case aided in the assimilation of highly theoretical concepts.

Co-author Cristina Giménez, Professor in the Department of Operations, Innovation and Data Sciences and Director of Identity and Mission at ESADE, commented: “This recognition reinforces ESADE’s commitment to studying the human dimension in all functional areas and enabling our students to develop soft skills such as awareness, commitment and leadership. Our mission is to develop highly competent professionals who are committed to doing things in a more humanised way.” She added: “The objective of the SEAT case study was for students to contribute to improving the company’s processes and competitive strategy and to implement quality leadership in the company’s manufacturing philosophy.”

The case study SEAT: Achieving Excellence in Production and Quality

The case study describes the key role played by the lean philosophy in the years following the economic crisis of 2008 as part of SEAT’s journey towards embracing excellence in quality and productivity. The company already had a long history of implementing lean systems, methods and technologies with the aim of optimizing production processes and improving quality. However, despite the existence of these systems, SEAT’s Martorell plant faced various challenges on its journey towards excellence. As demand fell in the wake of the 2008 economic crisis, a situation of overcapacity emerged in Europe, forcing many companies to close some of their manufacturing facilities. SEAT’s competitive position within the Volkswagen Group’s manufacturing network helps to guarantee the company’s long-term sustainability. The case study encourages students to reflect on what can be done in situations of this sort. 

After studying the case, the ESADE students had the chance to learn about the Productivity, Quality and Training (PQT) strategy. SEAT implemented this strategy with the goal of cultivating a culture of continuous improvement in all of its facilities. PQT brought about a general cultural change by encouraging greater participation and a higher level of training among the SEAT’s employees and teams. In 2013, SEAT’s Martorell factory received the Automotive Lean Production Award in recognition of the excellence of its manufacturing processes, marking the first time a Spanish automaker received this prestigious award. 

The case study encourages students to reflect on lean manufacturing in areas that go beyond tools and techniques. SEAT’s success is based on strategic alignment towards a common goal. Excellence cannot be achieved without awareness, knowledge and commitment; it requires the coordination, motivation and engagement of thousands of workers.