The strategic secrets of one of the most successful and emblematic groups in Mexico. Established in 1945, Bimbo emerged from the experience of the founders of El Molino bakery, to manufacture and sell loaves of bread in Mexico. Bimbo is present in over thirty countries, and the company has become a symbol of Mexican corporate growth in a globalized, competitive world. In this book, Roberto Servitje Sendra, who was the General Director and President of Grupo Bimbo, narrates the history of the company and its incursion into markets as complex as the United States, Europe, and Latin America. At the same time he addresses the pillars of the company in terms of its philosophy and strategic ideology. This book is a must-read for those interested in Latin American corporate development, as well as for those who wish to learn about leadership, inspiration, strategy, growth, competitiveness, human values and the social responsibility of corporations.
