E-commerce as an adaptive strategy
: the Sonae case

  • José Chousal (Student)

Student thesis: Master's Thesis

Abstract

This thesis, in the form of a case study, aims to explore the e-commerce strategies used by Sonae, a leading, and potentially the largest retail player in Portugal, as a response to the Covid-19 crisis. The article is a possible tool to enhance knowledge on topics related to adaptive strategies and competitive advantage in challenging times. Firstly, the thesis establishes a theoretical foundation to provide a better understanding of key concepts in when adapting a strategy to a new situation and to the challenges that may appear. Also, there is a contextual overview of e-commerce, the way it has changed with Covid-19 and the latest trends within the Portuguese market. The core of the thesis is Sonae’s case study. It begins with an introduction of the company and the segments in which they operate. Then the focus shifts to Sonae’s strategic adjustments to the sudden changes, caused by the pandemic, and the decisions made as a response to the rapid change environment, as there were several influencing factors to be considered in each business unit. Combining the theoretical background provided with the analysis of Sonae’s strategic decisions, it’s possible to address the case from a pedagogical point a view, enabling the exploration of various topics throughout questions. Additionally, it also contains an analytical resolution note made according to the author’s interpretation and analysis.
Date of Award22 Jan 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRicardo Reis (Supervisor)

Keywords

  • Dynamic capabilities
  • Resource-based value
  • Competitive advantage
  • Strategic management
  • Crisis
  • Decision-making

Designation

  • Mestrado em Gestão e Administração de Empresas

Cite this

'