A consumer goods company in the west coast of the United States needed to decide on how to make decisions amid the Ukraine war.

Gui Athia was recommended by a company specialized in crisis management to complete the team that reported to the CEO. His role was to advise on decisions under the stakeholders’ diversity point of view, and their medium and long-term impact.

Gui developed and implemented an evaluation system that combined the company’s growth strategy, its relevant stakeholders, material impact, risks, and opportunities. He also received advisory from a senior Board member. As a result, the CEO gained awareness about the potential impacts of his decisions in a judicious, accurate and broad manner.