Baptista, JoãoManoury, Martin2025-03-202025-03-202024-07-022023-10-03http://hdl.handle.net/10362/180983As people care more and more about sustainability, companies have to adapt and hop on the trend. In a group of seven, we assumed the responsibility of different director roles (Finance, Innovation, Marketing, Operation and Human Resources) for a simulation of three weeks, to drive the change towards electrification of an automotive company: “Pantheon”. Its strategy, marketing decisions and finance results will each be analysed and compared to real-life companies to understand the ups and downs. In addition, this paper will focus on two critical incidents to self-reflect on the lessons the simulation taught us.engAutomotive industryCar manufacturerSimulationStrategyPestelSwotFinanceCapital structureDebt-to-EquityWaccFCFRoeEbit marginCash conversion cycleMarketingSTP modelMarketing mixFours PsTeamworkCommunicationPeer-assessmentmaster thesis203902114