CEMEX is pursuing an aggressive strategy decommoditization focused on relations with the Egyptian small retailers. In particular, the strategic role and effectiveness Rewards Program, a tournament that awards performance of retail trade, has been questioned by management Assiut Cement based on the results of the first two rounds. "Hide
on F. Asis Martinez-Jerez, Joshua Bellin, Carole A. Winkler Source: Harvard Business School 22 pages. Publication Date: March 22, 2006. Prod. #: 106065-PDF-ENG
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