Lages, Luís FilipeLima, Ana TeresaGalhofo, João Tiago MartinsMaia, AndréMaçãs, Margarida Isabel Duarte MartinsMargarido, Nina César2019-04-292022-06-012019-01-23http://hdl.handle.net/10362/67985In this work, the spotlight was on Deimos Group, an Aerospace Engineering company. Starting with the concept of value, this work leads to an explanation of the Value Creation Wheel (VCW) framework and a description of the paradoxes it may solve. Five case studies demonstrate how the framework was applied, namely in: 1) Identifying and engaging new clients for the PDGS & Data Systems division, 2) Finding new users for BETTER, 3) Developing an innovation ecosystem to apply the VCW in upcoming challenges, 4) Attracting the talent of Software Engineers, and 5) Developing a positioning strategy for Marine-EO.engValue creation wheelParadox of choiceValueValue creationmaster thesis202223345202224317202223736202223809