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

CEMEX: Rewarding the Egyptian Retailers

Abstract

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;

Citation:

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.)