Miss Venezuela: more than just beauty?
Published By: Academia Revista Latinoamericana de Administración
Nunzia Auletta y María Helena Jaén
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.
Marketing strategy; Business model ; Family corporations; Product development