Lages, Luís FilipeCoelho, Martim Maria Seabra Capaz2025-04-022025-04-022025-01-242024-09-07http://hdl.handle.net/10362/181878This dissertation analyses EvoWay, an automotive company, highlighting the necessary interdependence between strategy, marketing, and operations to achieve a sustainable success. It explores the alignment between the mission, vision, and values with its green technology goals and the importance of adaptability in the strategy and operations of the company. This dissertation also empathizes the lessons from this simulation, where the challenges of goal alignment revealed the need for strategy consistency, effective teamwork and resilience. The study concludes that EvoWay’s commitment to sustainability and innovation positions the company as a leader in the rapidly evolving automotive industry.engAutomotive industryBusiness simulationCompetitive advantageCustomer focusDigital transformationElectric vehiclesInnovationLeadershipMarketingOperationsPerformance analysisStrategic planningStrategySustainabilityTeam dynamicsmaster thesis203926315