Humanizing B2B during crisis
: a case study on Allianz

  • Viktoria Wittlinger de Lima (Student)

Student thesis: Master's Thesis


Nearing the end of 2021, and we're still coping with Covid-19. The pandemic, which began in 2020, had a wide-ranging impact on businesses. As a result, this case aims to examine how the insurance industry has fared in the face of the outbreak by focusing on the world's largest insurance company, Allianz. This case centers explicitly on the B2B market and how its needs have changed during this time. As a case study, this thesis follows a pedagogical structure, presenting a real-life situation for students to evaluate a company's crisis management strategies. It also intends to shed light on Dynamic Capabilities (DC) literature and B2B tactics for gaining a competitive advantage.To examine competitive advantage, different research methods were utilized, including secondary data and descriptive analysis, supported by financial data over various time frames. Interviews with employees and experts enlighten on the industry insights and response to the outbreak. The findings laid out a foundation for three key results. Firstly, Allianz has modified its B2B marketing approach to be more humanized. Second, Allianz has maintained a competitive advantage over direct competitors during the crisis. Finally, Allianz's prior strategy aided its readiness for Covid-19. However, further research is needed to understand the extent to which the strategy supported Allianz and its benefits to other crises.
Date of Award26 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Cardeal (Supervisor)


  • B2B marketing
  • Branding
  • Consumer behavior
  • Insurance
  • Value proposition
  • Covid-19
  • Crisis
  • Strategy
  • Competitive advantage
  • Dynamic capabilities
  • Adaptation


  • Mestrado em Gestão e Administração de Empresas

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