Business adaptive strategies in crisis
: the case of Vila Galé

  • João Maria Gouveia Carneiro Florêncio (Student)

Student thesis: Master's Thesis

Abstract

The Covid­19 pandemic caused several companies to rethink their business models, raising serious concerns about companies' ability to adapt to fast­paced environments. The following thesis is a case study of the company Vila Galé's reaction to the pandemic and subsequent strategic changes implemented in the Portuguese industry. Vila Galé is one of the largest hotel chains in Portugal, recognized by its guarantee of quality standards and its focus on substantial value for money, training and friendliness of teams, theme hotels and investment in recovering historical heritage. However, Covid­19 brought the hotel industry much trouble. With the sudden implementation of travel restrictions and numerous lockdowns, the company faced an unprecedented situation. In order to survive, Vila Galé had to develop differentiated marketing strategies as well as create new sources of revenue. The case study is a pedagogical tool for applying strategy and management concepts in a real­world business situation, emphasizing the significance of adaptability and innovation in times of crisis. The following also encourages participants to think critically and consider alternative solutions and strategies to the proposed assignment questions.
Date of Award8 May 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Cardeal (Supervisor)

Keywords

  • Strategy
  • Covid­19
  • Adapting
  • Innovation
  • Dynamic capabilities
  • Competitive advantage
  • Hotel industry
  • Digital
  • Communication

Designation

  • Mestrado em Gestão e Administração de Empresas

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