Interviews

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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