Constructing a Base-of-the-Pyramid Business in a Multinational Corporation: CEMEX’s Patrimonio Hoy Looks to Grow

by: Ted London

Publication Date: March 22, 2012
Length: 22 pages
Product ID#: 1-429-202

Core Disciplines: Base of the Pyramid, International Business, Strategy & Management

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Teaching Note

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Description

This case continues the story from the revised 2006 case study “CEMEX’s Patrimonio Hoy: At the Tipping Point?” This case describes CEMEX’s Patrimonio Hoy in 2012, which is a startup initiative designed to help low-income customers construct their own homes. Israel Moreno, Director of Patrimonio Hoy, must present his recommendations to CEMEX’s top management that outline a growth strategy for the initiative and its expansion into new markets.

Teaching Objectives

After reading and discussing the material, students should:

  • Explain the concept of the Base-of-the-Pyramid (BoP) and surface implicit assumptions about the poor.
  • Discuss the core concepts in the BoP domain.
  • Assess CEMEX’s Patrimonio Hoy initiative and analyze whether or not it has developed native capability.