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Case
-
Reference no. 9-510-S04
Spanish language
Subject category: Marketing
Authors: V Kasturi Rangan (Harvard Business School); Regina Garcia Cuellar (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 23 February 2009
Revision date: 26-Apr-2019
Length: 24 pages
Data source: Field research
Topics: Organizational culture; Values; Sales; Distribution; Social responsibility; Growth strategy; Reputations; Expansion; Organizational values; Corporate social responsibility
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

This is a Spanish version. Bimbo, headquartered in Mexico with 2008 sales of USD7 billion, was one of the largest bakery companies in the world. Even as it had grown spectacularly in the last several decades, the company had earned a stellar reputation for its Corporate Social Responsibility. As the company set its sights on international expansion, its third generation CFO, Daniel Servitje, wondered how to keep its growth and corporate social responsibility objectives neatly aligned.
Location:
Mexico
Industries:
Retail trade; Food
Size:
100,000 employees, USD7 billion
Other setting(s):
2008
Case
-
Reference no. 9-509-025
Subject category: Marketing
Authors: V Kasturi Rangan (Harvard Business School); Regina Garcia Cuellar (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 23 February 2009
Length: 22 pages
Data source: Field research
Topics: Organizational culture; Values; Sales; Distribution; Social responsibility; Growth strategy; Reputations; Expansion
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

This is a Spanish version. Bimbo, headquartered in Mexico with 2008 sales of USD7 billion, was one of the largest bakery companies in the world. Even as it had grown spectacularly in the last several decades, the company had earned a stellar reputation for its Corporate Social Responsibility. As the company set its sights on international expansion, its third generation CFO, Daniel Servitje, wondered how to keep its growth and corporate social responsibility objectives neatly aligned.

Settings

Location:
Mexico
Industries:
Retail trade; Food
Size:
100,000 employees, USD7 billion
Other setting(s):
2008

Related

Case
-
Reference no. 9-509-025
Subject category: Marketing
Authors: V Kasturi Rangan (Harvard Business School); Regina Garcia Cuellar (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 23 February 2009
Length: 22 pages
Data source: Field research
Topics: Organizational culture; Values; Sales; Distribution; Social responsibility; Growth strategy; Reputations; Expansion
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details