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CEMEX’s Patrimonio Hoy:
At the Tipping Point?

by Ted London

Description: This case study explores Patrimonio Hoy, the sales, distribution, and savings program of CEMEX intended to serve Mexico’s large self-construction housing market. CEMEX is currently the world’s third largest cement producer. Over the years, Patrimonio Hoy has gone from a small, centrally-funded project to a US$25 million revenue generator for CEMEX. This case explores the program’s opportunities for growth and expansion into new markets. Teaching Points: “This case study can be used to:

  • Introduce the concept of the base (or bottom) of the pyramid (BoP) and surface implicit assumptions about the poor. After discussing this case study, students will be able to:
    • Understand the core concepts in the base of the pyramid domain.
    • Assess CEMEX’s Patrimonio Hoy initiative and analyze whether or not it has developed native capability.”

    Key Topics: 

    • Base of the Pyramid (BoP)
    • Business and Society
    • Corporate Social Responsibility (CSR)
    • Emerging and Developing Economies
    • Emerging Markets
    • Innovation
    • International Business
    • Manufacturing
    • Newly Industrialized Countries
    • Strategic Management

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