Business adaptive strategies in crisis : the case of Portuguese Mask
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/38076 |
Resumo: | The pandemic and all the consequences associated with the appearance and spread of the Covid-19 virus around the world forced many companies to find strategies to adapt and reinvent their businesses, to manage to survive during the pandemic crisis. The case studied in this dissertation is that of Ivity Brand Corp, with the creation of the Portuguese Mask brand, during the pandemic period. Ivity is a Portuguese brand and communication agency, recognized in the field for having created several renowned brands in Portugal, as well as designing major branding and rebranding projects for several Portuguese companies. With the appearance of Covid-19, the difficulties of this industry were accentuated, reducing the number of clients and new projects, due to the fear of companies to invest during the pandemic. Ivity felt compelled to reinvent itself internally and look for answers to combat the scarcity of brand works. That was how the idea and creation of Portuguese Mask emerged, a totally Portuguese brand of masks, created by Ivity as a strategic response to the crisis environment. The case study intends to serve as a pedagogical aid in the application of strategy and management concepts in a real company. The objective is that students and interested parties can interpret concepts and theories applying them to the case. During the dissertation some models and interpretations will be suggested, however, any further analysis and interpretation will help to build on the case from other points of view. |
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Business adaptive strategies in crisis : the case of Portuguese MaskStrategyCrisisPortugalidadePandemicAdaptationCommunicationCreativityEstratégiaCrisePandemiaAdaptaçãoComunicaçãoCriatividadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe pandemic and all the consequences associated with the appearance and spread of the Covid-19 virus around the world forced many companies to find strategies to adapt and reinvent their businesses, to manage to survive during the pandemic crisis. The case studied in this dissertation is that of Ivity Brand Corp, with the creation of the Portuguese Mask brand, during the pandemic period. Ivity is a Portuguese brand and communication agency, recognized in the field for having created several renowned brands in Portugal, as well as designing major branding and rebranding projects for several Portuguese companies. With the appearance of Covid-19, the difficulties of this industry were accentuated, reducing the number of clients and new projects, due to the fear of companies to invest during the pandemic. Ivity felt compelled to reinvent itself internally and look for answers to combat the scarcity of brand works. That was how the idea and creation of Portuguese Mask emerged, a totally Portuguese brand of masks, created by Ivity as a strategic response to the crisis environment. The case study intends to serve as a pedagogical aid in the application of strategy and management concepts in a real company. The objective is that students and interested parties can interpret concepts and theories applying them to the case. During the dissertation some models and interpretations will be suggested, however, any further analysis and interpretation will help to build on the case from other points of view.A pandemia e todas as consequências associadas ao aparecimento e dispersão do vírus do Covid-19 por todo o mundo forçou muitas empresas a encontrarem estratégias de adaptação e reinvenção dos seus negócios, de forma a conseguirem sobreviver durante a crise pandémica. O caso estudado nesta dissertação é o da Ivity Brand Corp, com a criação da marca Portuguese Mask durante o período pandémico. A Ivity é uma agência de comunicação e marca portuguesa, reconhecida no meio por ter criado várias marcas de renome em Portugal, bem como desenhado grandes projetos de marca e rebranding para diversas empresas Portuguesas. Com o aparecimento do Covid-19, as dificuldades desta indústria acentuaram-se, reduzindo o número de clientes e novos projetos, devido ao receio das empresas em investirem durante a pandemia. A Ivity sentiu-se obrigada a reinventar-se internamente e procurar respostas para combater a escassez de trabalhos de marca. Foi assim que surgiu a ideia e a criação da Portuguese Mask, uma marca de máscaras totalmente portuguesa, criada pela Ivity como resposta estratégica ao ambiente de crise. O estudo de caso pretende servir como um auxiliar pedagógico na aplicação de conceitos de estratégia e gestão numa empresa real. O objetivo é o de que os alunos e interessados possam interpretar conceitos e teorias aplicando-os ao caso. Durante a dissertação serão sugeridas alguns modelos e interpretações, no entanto, qualquer análise e interpretação posterior ajudarão a construir sobre o caso noutros pontos de vista.Cardeal, Nuno César de Jesus GuerraVeritati - Repositório Institucional da Universidade Católica PortuguesaCaldeira, João Miguel Ribeiro de Carvalho dos Santos2022-12-27T01:30:28Z2022-01-262022-012022-01-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38076TID:202964590enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:43:34Zoai:repositorio.ucp.pt:10400.14/38076Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:02.004106Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Business adaptive strategies in crisis : the case of Portuguese Mask |
title |
Business adaptive strategies in crisis : the case of Portuguese Mask |
spellingShingle |
Business adaptive strategies in crisis : the case of Portuguese Mask Caldeira, João Miguel Ribeiro de Carvalho dos Santos Strategy Crisis Portugalidade Pandemic Adaptation Communication Creativity Estratégia Crise Pandemia Adaptação Comunicação Criatividade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Business adaptive strategies in crisis : the case of Portuguese Mask |
title_full |
Business adaptive strategies in crisis : the case of Portuguese Mask |
title_fullStr |
Business adaptive strategies in crisis : the case of Portuguese Mask |
title_full_unstemmed |
Business adaptive strategies in crisis : the case of Portuguese Mask |
title_sort |
Business adaptive strategies in crisis : the case of Portuguese Mask |
author |
Caldeira, João Miguel Ribeiro de Carvalho dos Santos |
author_facet |
Caldeira, João Miguel Ribeiro de Carvalho dos Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Cardeal, Nuno César de Jesus Guerra Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Caldeira, João Miguel Ribeiro de Carvalho dos Santos |
dc.subject.por.fl_str_mv |
Strategy Crisis Portugalidade Pandemic Adaptation Communication Creativity Estratégia Crise Pandemia Adaptação Comunicação Criatividade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Strategy Crisis Portugalidade Pandemic Adaptation Communication Creativity Estratégia Crise Pandemia Adaptação Comunicação Criatividade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The pandemic and all the consequences associated with the appearance and spread of the Covid-19 virus around the world forced many companies to find strategies to adapt and reinvent their businesses, to manage to survive during the pandemic crisis. The case studied in this dissertation is that of Ivity Brand Corp, with the creation of the Portuguese Mask brand, during the pandemic period. Ivity is a Portuguese brand and communication agency, recognized in the field for having created several renowned brands in Portugal, as well as designing major branding and rebranding projects for several Portuguese companies. With the appearance of Covid-19, the difficulties of this industry were accentuated, reducing the number of clients and new projects, due to the fear of companies to invest during the pandemic. Ivity felt compelled to reinvent itself internally and look for answers to combat the scarcity of brand works. That was how the idea and creation of Portuguese Mask emerged, a totally Portuguese brand of masks, created by Ivity as a strategic response to the crisis environment. The case study intends to serve as a pedagogical aid in the application of strategy and management concepts in a real company. The objective is that students and interested parties can interpret concepts and theories applying them to the case. During the dissertation some models and interpretations will be suggested, however, any further analysis and interpretation will help to build on the case from other points of view. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-12-27T01:30:28Z 2022-01-26 2022-01 2022-01-26T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/38076 TID:202964590 |
url |
http://hdl.handle.net/10400.14/38076 |
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TID:202964590 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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