商品敘述：

Javier Montoya, the 76-year-old CEO of Chile''s Monteverde Memorial Group (MMG), confronts a strategic inflection point for his burial park business. For decades MMG has prospered by offering burial plots to the growing middle class. But rising land and water costs, new environmental regulations, and shifting consumer preferences-accelerated by Covid''s disruption of death rituals-are slowing expansion. Those trends are also fueling growth in cremation, a lower-margin and increasingly commoditized alternative. Javier wrestles with financial trade-offs and his personal convictions, while external voices-from an anthropologist to his innovation-minded son-argue that the act of remembrance itself is evolving. As cremation demand rises and burial economics tighten, Javier must decide: Should MMG continue investing heavily in memorial parks or pivot toward cremation and a more transactional, possibly digital future? For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is reprint R2603Z. The complete case study and commentary is reprint R2603L.

涵蓋領域：

Business models;Family businesses;Consumer behavior;Customer strategy

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