Publications
Publications
- March 2006 (Revised January 2011)
- HBS Case Collection
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.)