Business adaptive strategies in crisis

: managing disruptive times for Mondi’s CFlex

Abstract

The emergence of crises in today’s fast-paced environment often threatens the survival of entire organizations. This dissertation examines how the Consumer Flexibles (CFlex) business segment of Mondi Group, a global leader in packaging and paper, has successfully managed to navigate recent crises, focusing on the climate crisis, the Covid-19 pandemic, and the RussiaUkraine conflict. The research identified strategic adaptions that Mondi’s CFlex segment implemented to sustain its competitive advantage during a period of unpredictable changes in its business environment. A comprehensive literature review examined key papers related to the dynamic capabilities framework, the resource-based view, and other relevant management theories that provide insights into competitive advantage and crisis management. Based on several semi-structured interviews with the segment’s executives and secondary data analysis, the author developed a case study, capturing CFlex’s strategic responses to the aforementioned crises. These strategies enabled the business segment to effectively navigate supply chain disruptions, market volatility and regulatory pressures. Key adaptations included operational measures, strategic renewal, market exit and the exploration of new markets. The findings highlight the importance of strategic adaption in sustaining competitive advantage during periods of crises. This dissertation concludes with teaching notes that synthesize the literature review and the case study, designed to assist instructors in utilizing this case study in academic settings.

Date of Award	3 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)