Castro, JoãoAnsel, Charlotte Nadine2024-10-072023-06-052023-06-05http://hdl.handle.net/10362/173086This 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.engGrowth challengeBusiness model changeDigital marketingEmployee motivationJob characteristicsmaster thesis203366360