The scope of this research work it is to understand how the Playing to Win strategy, usually applied to multinational companies, can be applied and be useful to the management of a microenterprise. The company under analysis is P. Pereira & Magalhães, Lda. which has two distinct business areas (a beauty institute and two clothing stores), it was decided that this research work would have its focus only on the clothing stores. The company is a microcompany and, when this research work started, it did not yet have a formally defined strategy. Due to this situation, to better understand the company, it was decided that this research work would start by, together with the company, define the strategy, mission, vision and values. After this first phase, the focus would be to understand which areas of the Playing to Win strategy are applicable to the microenterprise under analysis. This research work allowed to realize that the Playing to Win methodology, which is applied in large companies, can also be applied in a microenterprise. However, this application should be partial, since not all areas of approach of the Playing to Win strategy are necessary and useful in a micro-enterprise. This analysis was extremely useful to the company since it allowed them to understand in strategic terms which processes needed to be improved and/or implemented.
Date of Award | 27 Jun 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Luís Marques (Supervisor) |
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- Playing to win
- Strategy
- Competitive advantage
- Mission
- Competitiveness
Playing to win: estudo de caso P. Pereira & Magalhães, lda
Almeida, E. M. L. (Student). 27 Jun 2024
Student thesis: Master's Thesis