Evaluating decision-making coaching: a case study of the application of the VCW funnel in an energy company

Abstract

The VCW methodology is a novel approach to strategic decision-making and actionable solutions. Despite its application across many firms, there is limited evidence about its impacts in the related literature of theories that aim to maximize firm’s value. This dissertation conducts an evaluation of 23 VCW Funnels’ impact in a large energy-sector firm in Portugal. I conducted 10 interviews and a survey about the tool’s perceived preliminary impact. The results indicate the participants believe that because of the funnel, they have contributed to the generation of solutions and that this methodology could be scaled to other challenges.