To read the full version of this content please select one of the options below:

Miss Venezuela: more than just beauty?

Nunzia Auletta (Instituto de Estudios Superiores de Administración (IESA), Caracas, Venezuela)
María Helena Jaén (Instituto de Estudios Superiores de Administración (IESA), Caracas, Venezuela)

Academia Revista Latinoamericana de Administración

ISSN: 1012-8255

Publication date: 1 January 2014



The case study centers on the ways in which a world‐renowned beauty pageant is deployed as a strategic asset by the Organización 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 Chávez 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 Venevisión, 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.


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.


Complex business and strategic decision making calls for a thorough analysis of internal business variables and a deep understanding of complex environmental forces.


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.



Prepared by Professors Nunzia Auletta and María Helena Jaén of IESA, with the assistance of researcher Stefania Vitale. Case studies are developed for the sole purpose of serving as teaching aids for instructors in class discussion. Case content should not be considered to be a primary source of information, does not indicate either the correct or incorrect handling of a management issue, nor support the views of persons or organizations cited. The teaching note is available from the authors upon request. Published with the authorization of IESA. Research for this article was completed in March 2012.


Auletta, N. and Helena Jaén, M. (2014), "Miss Venezuela: more than just beauty?", Academia Revista Latinoamericana de Administración, Vol. 26 No. 3, pp. 395-414.



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited