Lages, Luís FilipeImbarus, Patricia Roxana2017-04-262019-06-012016-06-27http://hdl.handle.net/10362/20554CEMSThe aim of the Work Project is to provide an in-depth analysis of the challenges SURF Portugal - Portugal’s leading surf publication, is currently faced with, and to offer a series of recommendations to enable the company achieve a stable financial situation and sustainable growth in the long-run. The Work Project will initially explore the external and internal drivers of the company’s declining profitability, followed by a detailed description of the process employed together with the company’s key decision-makers in pursuance of developing relevant, practical recommendations. The framework utilised is the Value Creation Wheel advanced by Prof. Luis Filipe Lages. Lastly, the Work Project will set forth a series of personal insights and reflections with regards to the Project and the author’s contribution towards its completion.engStrategySurfValue creationValue creation wheelmaster thesis201526824