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