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Case
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Reference no. 9-208-S15
Spanish language
Subject category: Entrepreneurship
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 21 September 2006
Revision date: 08-Apr-2019

Abstract

This is a Spanish version. Patrimonio Hoy, a program targeting the housing needs of low-income families launched by CEMEX, a major Mexican corporation and a leading global cement company, has gone from a market research project to a highly visible initiative in 22 cities and has earned public recognition. The president of Cemex North America must decide whether it is corporate social responsibility or a new business line. In the process, it allows analysis of the Patrimonio Hoy program versus the traditional alternatives from the perspectives of both the end-user and of the corporation. A rewritten version of an earlier case.
Location:
Size:
USD7.2 billion revenues, 25,000 employees,
Other setting(s):
2004

About

Abstract

This is a Spanish version. Patrimonio Hoy, a program targeting the housing needs of low-income families launched by CEMEX, a major Mexican corporation and a leading global cement company, has gone from a market research project to a highly visible initiative in 22 cities and has earned public recognition. The president of Cemex North America must decide whether it is corporate social responsibility or a new business line. In the process, it allows analysis of the Patrimonio Hoy program versus the traditional alternatives from the perspectives of both the end-user and of the corporation. A rewritten version of an earlier case.

Settings

Location:
Size:
USD7.2 billion revenues, 25,000 employees,
Other setting(s):
2004

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