Mundicenter- the struggle to survive in a saturated market

Abstract

In 2013, Mundicenter, one of the subsidiaries of the Portuguese Group Alves Ribeiro received a wake-up call when the results of 2012 came up. This company operated in the malls development industry, a complex and highly saturated market facing a period of great macro- economic and internal market changes, jeopardizing its 30 years of existence. This company ended up in a position where a revolutionary decision was needed to survive. Managers had to decide between keep doing damage control and follow the holding’s preferences or proceed to a strategy restructuring involving a high investment in a critical period, going against the Group conservative culture. These times were very difficult for the company’s managers that had two fronts to beat, first the internal culture and second the market conditions.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)