Academia. Revista Latinoamericana de Administración ISSN: 1012-8255
[email protected] Consejo Latinoamericano de Escuelas de Administración Organismo Internacional Auletta, Nunzia; Helena Jaen, María Miss Venezuela: more than just beauty? Academia. Revista Latinoamericana de Administración, vol. 26, núm. 3, 2013, pp. 395-414 Consejo Latinoamericano de Escuelas de Administración Bogotá, Organismo Internacional Available in: http://www.redalyc.org/articulo.oa?id=71629939004 How to cite Complete issue Scientific Information System More information about this article Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Journal's homepage in redalyc.org Non-profit academic project, developed under the open access initiative The current issue and full text archive of this journal is available at www.emeraldinsight.com/1012-8255.htm Miss Venezuela: more than Miss Venezuela just beauty? Nunzia Auletta and Marı´a Helena Jae´n Instituto de Estudios Superiores de Administracion (IESA), Caracas, Venezuela 395 Abstract Received 10 July 2012 Purpose – The case study centers on the ways in which a world-renowned beauty pageant is Revised 28 February 2013 deployed as a strategic asset by the Organizacion Cisneros (OC), a major player among Latin American Accepted 24 April 2013 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.