A (re)avaliação do modelo de negócio no Departamento de Global Sales do Grupo Rangel
: análise do caso de estudo do Grupo Rangel do Departamento de Global Sales

  • Maria João Cabral Afonso (Student)

Student thesis: Master's Thesis


The term business model is a concept used for many years, relevant to the creation of successful businesses. This study focuses on the business model paradigm that describes how organizations create, deliver and capture value (Osterwalder & Pigneur, 2010). Thus, this study seeks to analyze, map and evaluate the business model implemented by Rangel: Department of Global Sales, in order to perceive the advantages and disadvantages of the business model currently applied and determine a set of suggestions for a future implementation. At first, an organization and systematization of the literature was carried out regarding the origin and development of the business model, sustainable business model, business model canvas, innovation and evaluation of a business model, enabling the elaboration of a theoretical framework focusing on the core concepts present in the literature, to then be applied in a real case of a company, with the intention of understanding how they fit and adapt to this context. Secondly, there was an introduction and description of the Rangel Group and the Global Sales department and the respective processes. In a third moment, interviews were carried out based on the questionnaire developed by the authors Osterwalder and Pigneur (2010), aiming to collect the opinion of corporate elements about the currently implemented business model, to later be evaluated in a quantitative way through a quiz based on SWOT. The results obtained with the investigation allowed us to develop a proposal for a business model, in order to obtain better competitiveness in the market. The final results obtained demonstrated the confirmation of the potential of the evaluation method of business model canvas in Global Sales department through the SWOT analysis, approaches proposed by Osterwalder and Pigneur (2010).
Date of Award13 Oct 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorLuis Rebelo (Supervisor)


  • Business model
  • Business model Canvas
  • SWOT analysis


  • Mestrado em Gestão

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