Baptista, JoãoAfsari, Sogol2023-07-212023-07-212022-10-032022-10-03http://hdl.handle.net/10362/155623The transportation sector is undergoing a seismic change as worries about sustainability grow and the internal combustion engine (ICE) continues to lose market supremacy. This study is conducted on an immersive business simulation in which teams of six managed the transition of a multinational automaker from internal combustion to electrification and automation. The first section is a personal reflection that uses two critical incidents to demonstrate personal learnings from the Business in Practice experience and the second section is the firm analysis, which analyzes the performance of the company, RelyOn, in the business simulation, specifically in the three main functions of strategy, marketing and finance.engStrategyMarketingSustainabilityFinanceSustainable financeAutomotive industryApply theory practiceBusiness simulationDevelop business strategyDecisionsManaging businessReflective practiceSustainability esgTeam dynamicsWorking in teamsmaster thesis203136225