How transition towards market-­orientated commercialization strategy enabled Oceanário de Lisboa to float through the disastrous impact of COVID­-19 pandemic

Abstract

Dramatic decline in demand across visitation business due to self­isolation, reduction of pur chasing power, general anxiety and uncertainty, imposed regulatory measures accompanying the sanitary crisis of COVID­19 pandemic resulted in an unprecedented shock for Oceanário de Lisboa. In this paper the case of the dynamic response of Oceanário de Lisboa from the macro perspective of market­-orientation to sharp environmental misfit caused by the pandemic is presented. The insight to the internal perception of the crisis, as well as decision making environment, organizational culture, managerial perspectives, and reasoning are gathered through interviews with people who have been directly involved in strategic decision making and guiding the com pany through crisis. Among the interviewees are Elsa Courela (Head of Marketing, Sales, and Education), João Falcato (CEO), and Miguel Tiago de Oliveira (Head of Engineering, Operations, and Quality Assurance). The analytical approach to their contributions in combination with secondary data assessment are provided as guidance, suggesting some of the relevant theoretical concepts and frameworks to facilitate analytical and structured comprehension of the experience of Oceanário de Lisboa and consequent knowledge creation. The case provides a comparison of commercialization strategy of the company, and the subsequent response to the external crisis. The nature of the resource base and operational model of the company was explored. From the internal perspective of core capabilities and rigidities, towards dynamic change in the market­perspective from more static and customer­led approach to the market towards more innovativeness and experimentation driven cultural elements was explored.

Date of Award	25 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Reis (Supervisor)