| HBS Case Collection
(Revised from original 2006 version)
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;
Motivation and Incentives;
Martinez-Jerez, Francisco de Asis, Joshua Bellin, and Carole Winkler. "CEMEX: Rewarding the Egyptian Retailers." Harvard Business School Case 106-065, January 2011. (Revised from original March 2006 version.)