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| Format: | Artículo científico |
| Language: | en |
| Published: |
Consejo Latinoamericano de Escuelas de Administración
2013
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| Subjects: | |
| Online Access: | https://www.redalyc.org/articulo.oa?id=71629939004 |
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Table of Contents:
- Miss Venezuela: more than just beauty? Nunzia Auletta María Helena Jaen Administración y Contabilidad Purpose – The case study centers on the ways in which a world-renowned beauty pageant is deployed as a strategic asset by the Organizaci on Cisneros (OC), a major player among Latin American television companies. The Miss Venezuela (MV) beauty contest has iconic status in Venezuela and enjoys an international reputation. Following the election of President Ch avez in 1998 the OC gradually scaled-down its operations in Venezuela. Adriana Cisneros, OC Vice President, turned MV into a key element of the Corporate Social Responsibility strategy at Venevisi on, the TV channel founded by her grandfather. She also sought ways to build on the MV brand, in order to strengthen the OC’s business strategy. Design/methodology/approach – The case study employs an inductive methodology, using a comprehensive approach to develop a teaching case study. It focusses on understanding a concrete business situation presented within a detailed contextual analysis. Findings – Complex business and strategic decision making calls for a thorough analysis of internal business variables and a deep understanding of complex environmental forces. Originality/value – The comprehensive approach and detailed information presented in this case study constitute a versatile resource that will be useful for teaching topics including strategy, innovation, and business model development. Keywords Marketing, Innovation, Strategy, Family business, Product development, Business models Paper type Case study. 2013 editorial 1012-8255 https://www.redalyc.org/articulo.oa?id=71629939004 en http://www.redalyc.org/revista.oa?id=716 Academia. Revista Latinoamericana de Administración application/pdf Consejo Latinoamericano de Escuelas de Administración Academia. Revista Latinoamericana de Administración (Perú) Num.3 Vol.26