Bimbo. The Business Strategy of Success

Established in 1945, Bimbo emerged from the experience of its founders in the El Molino bakery to produce and sell boxed bread in the territory of the Mexican Republic. Now present in more than thirty countries, it is an emblem of Mexican business growth in a globalized and competitive world. In this book, Mr. Roberto Servitje Sendra, former CEO and president of Grupo Bimbo, traces the history of the company and its incursion into markets as complex as those of the United States, Europe and Latin America, in addition to the pillars that support the group in terms of its philosophy and strategic thinking. It is a must-read for those interested in Latin American business development, as well as for those who wish to learn about leadership, inspiration, strategy, growth, competitiveness, human values, and corporate social responsibility.

Roberto Servitje Sendra nació en 1928 en la Ciudad de Mé xico. Estudió humanidades en el Colegio Jean de Brebeuf de Montreal, contadurí a en la Escuela Bancaria y Comercial de la Ciudad de Mé xico y el Program for Management Development en la Universidad de Harvard. A los 17 añ os de edad comenzó su trabajo para Bimbo, y fue clave en la expansió n de la empresa a Guadalajara y Monterrey. Fue director general y presidente ejecutivo de Grupo Bimbo, y en 1994 fue nombrado presidente de su Consejo de Administració n.