| HBS Case Collection
(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;
Motivation and Incentives;