Future proof strategies: User-centred innovation for the cement market

Gonzalo Roqué, Tomás L. Ortiz Ferrer and Juan Ignacio Urani

Holcim, a Swiss-based global building materials and aggregates company, implemented a collaborative design strategy to find common patterns in user problems in Argentina and find immediate solutions.

The detection of strategic value-spaces using motivational and design research tools. The process will be illustrated through the "Momentos Holcim" case, linked to the largest multi-national company in the world, a cement manufacturer that decides to get emotionally involved in a fundamental and aspirational stage of the lives of many Latin American families: the construction of their own home.

Adding value to a commodity called "cement"

Lafarge-Holcim is the global leader in building materials and solutions, cement being the main product of its portfolio. Holcim, Argentina's operation, had the plan for a new commercial strategy to reach a better differentiation,...

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