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.

【書誌情報】

ページ数：10ページ

サイズ：A4

商品番号：HBSP-207059

発行日：2006/9/21

登録日：2011/9/14