Percorrer por autor "Marenghi, Tommaso"
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- TQPR Thailand : from crisis to strategic revivalPublication . Marenghi, Tommaso; Guedes, NunoThis Case Study analyzes the strategic adaptation of TQPR Thailand, a public relations agency, during and after the COVID-19 crisis. Through qualitative data from internal reports, interviews, and industry sources, the research explores how the agency navigated a market collapse, retaining the relationships with clients and transforming its service model. This thesis demonstrates how TQPR leveraged trust and transparency to remain competitive using theories from strategic resilience, digital transformation, client relationship management. The case highlights a hybrid transformation approach, where modular changes, supported continuity and preserved the identity. TQPR’s case offers insights into the challenges and opportunities for mid-sized service firms which operates in volatile markets such as Thai PR Market. The case raises critical questions about how mid-sized service firms can adapt under uncertainty without compromising their identity, bringing up a reflection on crisis-driven decision-making, client relationship strategies in disrupted markets, and digital transformation. These issues are explored through the firm's case study and the strategic dilemmas posed in the following teaching note to help instructors for the in-class discussion.