Vidrala Case Study
Strategic Leadership Programme
The glass industry operates in a highly dynamic environment marked by strict environmental regulations, increased consumer demand for sustainable packaging, and unpredictable market conditions. Competing with alternative materials, glass manufacturers face pressures to innovate with eco-friendly processes and balance global scale with regional compliance, driving the need for adaptable and strategic leadership.
In 2022, Vidrala identified the need for a programme to enhance the strategic leadership capabilities of its managers, aiming to create a new generation of leaders who can combine high-level business knowledge, experience, and strategic understanding with the ability to develop transformational strategies fully aligned with business goals.
Case of need
As environmental regulations tighten and customers increasingly seek eco-friendly options, Vidrala must continuously adapt its production processes, value proposition, and logistics to maintain competitiveness while reducing its environmental impact. To remain competitive, Vidrala requires leaders who can strategically navigate complexities, adapt operations to evolving customer expectations, and foster a more collaborative, customer-centric culture across the organisation. The demand for greater sustainability also placed pressure on Vidrala to innovate its processes and align its business model with environmental standards, requiring leaders who could drive meaningful, cross-functional change. These factors collectively highlighted the need to cultivate a new generation of strategic leaders capable of steering the company through an increasingly challenging business landscape.
The solution
AMBS was selected to develop a strategic leadership development programme for Vidrala due to its strong reputation in Executive Education and proven track record to create tailored, industry-specific programmes that address business challenges. A collaborative approach allowed us to work closely with Vidrala to understand the unique complexities of the glass industry and design a programme to achieve the company’s vision.
Kate Farmer, Talent Manager at Encirc (Vidrala Group), said: “At a time like the present where the only sure thing is change (BANI context), leadership development becomes a strategic lever.
"Therefore, developing present and future partnerships with strategic partners such as Alliance Manchester Business School (AMBS) helps us to accelerate our leadership development needs and drives a sustainable vision of our people management as a key step in our strategic plans.”
The programme addressed key topics such as personal leadership, customer-focused management, strategic innovation, sustainable finance, and project management, all tailored to the unique challenges of Vidrala and the industry they work in. It also focused on developing leadership skills for managing teams effectively, improving supply chain operations, and adapting to volatile, uncertain, complex, and ambiguous (BANI) environments.
Delivered through a mix of academic theory and practical application, the programme offered a holistic approach to leadership development, combining theory with practical application, using real-world case studies, group discussions, and projects to cultivate strategic thinking, decision-making, and cross-functional collaboration.
Structured into four blocks, each with two-day workshops and site visits across Europe, the programme encouraged team collaboration and a unified approach within Vidrala’s international group. Each workshop aligned with Vidrala's One Horizon Framework, which defines a leadership mindset to drive future organisational goals.
Programme impact
The programme encouraged participants to adopt a broader strategic perspective, fostering a culture of accountability, collaboration, and cross-functional awareness within Vidrala. This shift helped break down silos and align teams toward common goals. Participants applied new skills to improve supply chain and operations management, resulting in greater efficiency, cost savings, and strategic alignment across the business. A strong focus on sustainability empowered leaders to integrate eco-friendly practices, supporting Vidrala’s environmental commitments and meeting consumer demand for greener solutions.
By promoting continuous learning and collaboration, the programme strengthened leaders’ confidence in making strategic decisions. This prepared Vidrala’s future leadership to navigate complex challenges, drive innovation, and steer the company through industry disruptions, positioning Vidrala for ongoing growth and success in a competitive market.
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We loved the collaboration we got with the Business School. They've worked really closely with us to understand our business and the challenges that we face.