Business adaptive strategies in crisis
: the case of Portuguese Mask

  • João Miguel Ribeiro de Carvalho dos Santos Caldeira (Student)

Student thesis: Master's Thesis


The pandemic and all the consequences associated with the appearance and spread of the Covid-19 virus around the world forced many companies to find strategies to adapt and reinvent their businesses, to manage to survive during the pandemic crisis. The case studied in this dissertation is that of Ivity Brand Corp, with the creation of the Portuguese Mask brand, during the pandemic period.Ivity is a Portuguese brand and communication agency, recognized in the field for having created several renowned brands in Portugal, as well as designing major branding and rebranding projects for several Portuguese companies. With the appearance of Covid-19, the difficulties of this industry were accentuated, reducing the number of clients and new projects, due to the fear of companies to invest during the pandemic. Ivity felt compelled to reinvent itself internally and look for answers to combat the scarcity of brand works. That was how the idea and creation of Portuguese Mask emerged, a totally Portuguese brand of masks, created by Ivity as a strategic response to the crisis environment.The case study intends to serve as a pedagogical aid in the application of strategy and management concepts in a real company. The objective is that students and interested parties can interpret concepts and theories applying them to the case. During the dissertation some models and interpretations will be suggested, however, any further analysis and interpretation will help to build on the case from other points of view.
Date of Award26 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Cardeal (Supervisor)


  • Strategy
  • Crisis
  • Portugalidade
  • Pandemic
  • Adaptation
  • Communication
  • Creativity


  • Mestrado em Gestão

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