Case | HBS Case Collection | March 2006 (Revised January 2011)

CEMEX: Rewarding the Egyptian Retailers


CEMEX has pursued an aggressive decommoditization strategy focused on its relationship with small Egyptian retailers. In particular, the strategic role and effectiveness of the Rewards Program, a tournament that rewarded the sales performance of the retailers, was called into question by Assiut Cement's management based on the results of its first two rounds.

Keywords: Marketing Strategy; Performance Improvement; Sales; Motivation and Incentives; Construction Industry; Egypt;


Martinez-Jerez, Francisco de Asis, Joshua Bellin, and Carole Winkler. "CEMEX: Rewarding the Egyptian Retailers." Harvard Business School Case 106-065, March 2006. (Revised January 2011.)