Combustion to innovation: Nova´s strategic path to electrification and the role of team dynamics in a simulated business environment

Abstract

The automotive sector is constantly transforming due to changing market dynamics, technological advances, and a growing emphasis on sustainability. As consumer preferences shift towards greener solutions, companies must rapidly adapt to new environmental realities and stricter emissions targets. This thesis examines a three-week simulation focusing on strategy, marketing, and innovation, underscoring the importance of cross-departmental collaboration for overall success. It also includes a personal reflection on two critical incidents faced as Marketing Director, detailing my approach and the lessons learned, providing insights that will guide my future personal and professional development.