Lages, Luís FilipeMendonça, Ana Catarina Duarte deMalheiro, Ana Filipa Caldeira FarinhaPaulino, Miguel de Sousa Martins2016-08-042017-06-202016-062016-06http://hdl.handle.net/10362/18622This thesis focuses on the application of the Value Creation Wheel (VCW), a dynamic tool that enables companies to solve problems and create value while encouraging the participation of multiple stakeholders, both internal and external (Lages, 2016). First, literature is revisited to gain insight about the concepts being explored in this thesis. Then, it is introduced DIANA, VCW’s theoretical framework, and its main contributions to the fields of strategic management, innovation management, and value creation. Finally, are presented the findings from the application of TIAGO VCW’s practical tool at Jerónimo Martins Distribuição de Produtos de Consumo (JMD) and Whymob.engInnovationParadoxesProblem-solvingValue Creation Wheelmaster thesis201474581201526859201526840