Daniel Servitje Montull
Mexico
Daniel Servitje Montull
  • CEO, Grupo Bimbo (Food Production)
Born Mexico City, Mexico, 1959. BBA, Universidad Iberoamericana (1982); MBA, Stanford University (1987).
“We also have a course called ‘The Course of the Leader’ … For us it is very important that everyone in the company understands what a company is. What is it for? What is its purpose?”

Summary

Daniel Servitje Montull first became involved in the family business, Grupo Bimbo –now the world’s largest baking company and active in 22 countries —at age 16. In the interview, he explains how he continued working in the sales and accounting departments while studying Business Administration at Universidad Iberoamericana, and later worked full-time in the personnel, marketing, and technology departments. He briefly left Mexico to pursue an MBA at Stanford University, which he completed in 1987, and subsequently opened one of the first distribution routes for Bimbo in the US, in Los Angeles. In 1990 he returned to Mexico and was appointed Regional Director in the country, and less than a decade later was named General Director. Servitje further discusses strategies for expansion in turbulent environments, including focusing on areas of strength, leveraging commercial opportunities, reducing internal barriers to operation, increasing investment in technology, and globalizing the brand. He talks at length about the importance for firms of fostering an enduring sense of social purpose rooted in environmental sustainability and social responsibility.

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Daniel Servitje Montull first became involved in the family business, Grupo Bimbo –now the world’s largest baking company and active in 22 countries —at age 16. In the interview, he explains how he continued working in the sales and accounting departments while studying Business Administration at Universidad Iberoamericana, and later worked full-time in the personnel, marketing, and technology departments. He briefly left Mexico to pursue an MBA at Stanford University, which he completed in 1987, and subsequently opened one of the first distribution routes for Bimbo in the US, in Los Angeles. In 1990 he returned to Mexico and was appointed Regional Director in the country, and less than a decade later was named General Director. Servitje further discusses strategies for expansion in turbulent environments, including focusing on areas of strength, leveraging commercial opportunities, reducing internal barriers to operation, increasing investment in technology, and globalizing the brand. He talks at length about the importance for firms of fostering an enduring sense of social purpose rooted in environmental sustainability and social responsibility.
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Additional Resources

Additional Resources

  • Grupo Bimbo: Growth and Social Responsibility [HBS Case]
  • Grupo Bimbo [HBS Premier Case Collection]
  • Bimbo Group and Papalote Museo del Nino [Social Enterprise Knowledge Network]
  • Grupo Industrial Bimbo S.A.—1998 [HBS Case]
  • Execution as Strategy [Harvard Business Review]
  • Juan Muldoon and Daniel Servitje, El comercio de alimentos en México: Presente y futuro. Editorial Trillas, 1984
  • Bimbo: Una historia de creer y crear, edited by Martha Eugenia Hernández, Karina Fogel Kaplán, and Abigail Miranda Jaimes. Grupo Bimbo, 2005
  • Bimbo. Grupo Financiero BANAMEX-Accival [serial]
  • Diego Delgado and Luciana Kaplan, 1982: La decisión del presidente
  • Datamonitor, Grupo Bimbo S.A. de C.V. SWOT Analysis, 2008
  • “In Globalization, You Participate or Become a Victim,” IESE Insight, First Quarter 2013
  • “Grupo Bimbo: Meet the Mexican CEO Who Made Your English Muffin,” CNBC, June 7, 2013
  • “The Making of an Emerging-Market Champion: The CEO of Mexico’s Grupo Bimbo Reflects on the Growth Path of One of the World’s Biggest Packaged-Goods Companies,” McKinsey, August 2011
  • “At G-20, Global Food Security Agenda on Table,” Wall Street Journal, June 19, 2012

Interview Citation Format

"Interview with Daniel Servitje Montull, interviewed by Regina García Cuéllar, April 29, 2013, Creating Emerging Markets Project, Baker Library Historical Collections, Harvard Business School, http://www.hbs.edu/creating-emerging-markets/."