Miss Venezuela: more than just beauty?

Purpose 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. 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.