ADDON+ network

: tackling the downfall of the turkish market

Abstract

The Case Study presented in this Thesis addresses the path of a small Portuguese architecture firm called ADDON+ specialized in designing projects for large shopping centers. Its operations were focused on Turkey, and the company faced a big challenge when its main market collapsed. The reason for the collapse was the political instability felt in Turkey around 2016, that led to major economic problems and a depreciation of their currency. The Case Study allows for discussing topics such as risk management, competitors’ behavior, market structure, internationalization problems, differentiation and positioning. The Master Thesis includes a Literature Review of subjects related to the main issues of the Case and a Teaching Note to help instructors prepare for the in-class discussion of the Case. The main conclusions can be summed up as the necessity for managers to be aware of changes in the market and the need to diversify income sources, so that the exposure to negative industry characteristics or to external factors is limited.

Date of Award	29 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)