Castro, JoãoHasselknippe, Astrid Eid2024-10-072023-06-052023-06-05http://hdl.handle.net/10362/173085This work project aims to analyze growth challenges faced by Quest in the United Kingdom (UK), investigating underlying factors and the possibility of a new business model. Using a literature review, expert interviews, and employee attitude measurements, this study will recommend the adoption of a direct-to-consumer (D2C) strategy, coupled with a change of internal human resources practices. Although this study is subject to limitations in certain areas, it will provide valuable insights into the company's future decisions. Keywords: growth challenge, business model change, employee motivation, job characteristics, digital marketing.engGrowth challengeBusiness model changeEmployee motivationJob characteristicsDigital marketingmaster thesis203366352