Reseña

Established in 1945, BIMBO emerged from the experience of the founders of El Molino bakery, to manufacture and sell loaves of bread in Mexico. Nowadays, present in over thirty countries, the company has become a symbol of Mexican corporate growth in a globalized, competitive world.
In this book, Roberto Servitje Sendra, who was General Director and President of Group BIMBO, narrates the history of the company and its entrance into markets as complex as the United States, Europe, and Latin America, at the same time he addresses the pillars upholding 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, competitivity, human values and the social responsibility of corporations.