From Local Manufacturer to Global Player

Lorenzo Zambrano has run Cemex for more than 15 years. During that time he has transformed his company and changed the way the cement industry does business by applying what were once highly unconventional methods. He has centralized management, increased the use of advanced technology and he has spread the concept of marketing what many think of as a dull commodity. How and why did Zambrano decide to embark on such an adventurous, but risky mission? Where is he taking the company now and what are his views on Mexico?s future? Relaxing in his comfortable but somewhat Spartan offices, Zambrano met recently with LatinFinance?s editor, John Barham, for an interview.