Teaching Cases

Miss Venezuela: more than just beauty?
Date Published: 2013
Published By: Academia Revista Latinoamericana de Administración
Authors:Nunzia Auletta y María Helena Jaén
Product #: Vol. 26 No. 3, (2013) p. 395-414


The case study centers on the ways in which a world-renowned beauty pageant is deployed as a strategic asset by the Organizacion 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 Chavez 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 Venevision, 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. 

To acquire this case go to this address:  http://www.emeraldinsight.com/doi/abs/10.1108/arla-07-2013-0103?journalcode=arlaf

Keywords: Marketing strategy; Business model ; Family corporations; Product development
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