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Selected Case

published: 18 Jun 2007

  • Topic: Strategy
  • Industry: Cement
  • Region: Global

From a relatively modest Mexican family-owned conglomerate, CEMEX, became the 3rd largest cement company in the world. CEMEX's strategy took place in three major steps: (1) consolidating its Mexico market, (2) internationalization, (3) global management. Having completed acquisitions in the USA and the UK, the group was a well established in America, Europe and Asia, although not present in China and India.

Pedagogical Objectives:
- To analyze and discuss the process of globalization - To discuss the global transferability of competitive capabilities - To illustrate the globalization of firms from emerging countries