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The case study explores the challenges faced by Javier Montoya, CEO of Monteverde Memorial Group, as he contemplates whether to continue investing in traditional burial parks or pivot to offering cremation services in response to changing consumer preferences. The discussion highlights the impact of the Covid pandemic on death rituals and the growing trend towards cremation, which poses both a financial and ethical dilemma for the company. Experts suggest that MMG should consider running both models in para

Author

antaeus_vh

Language

EN