Business adaptive strategies in crisis
: the case of Company Z

  • Julius Giesen (Student)

Student thesis: Master's Thesis


The COVID-19 pandemic had a tremendous impact on companies in all industries worldwide. While some companies were unable to continue business at all, others adapted their business model to the new situation. The paper is based on a case study of Company Z, a leading technology company, which adapted its business model during the pandemic in several ways. On the one hand, it realignedits resources and focused more on the cloud services it offers to meet the exploding demand for online video conferencing software. On the other hand, it acquired Company A, a metaverseindustry expert, to explore the emerging metaverse market and find new business opportunities. Both companies reflect actual businesses that exist in the real world. However, to protect privacy, the names of these companies are anonymized. The paper is logically organized so that teachers can use it for teaching strategic management, for example. At the beginning, the latest relevant literature and course concepts are introduced. The next chapter presents some general information about Company Z and its performance during COVID-19. Then the presented teaching concepts are applied to the case and instructions are given for teachers on how to use the given case study in the classroom. It will be seen that Company Z handled the pandemic very well by quickly reallocating its resources as environmental conditions changed and by entering new markets to remain successful under the new conditions. Finally, some limitations of the study are pointed out and suggestions for future research are made.
Date of Award1 Jul 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Cardeal (Supervisor)


  • COVID-19
  • Strategic management decisions
  • Tech industry
  • Metaverse


  • Mestrado em Gestão e Administração de Empresas

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