January 2016
Intermediate to advanced
480 pages
132h 28m
English
book
Strategic Management: A Competitive Advantage Approach, Concepts and Cases, 16/e
by Fred R. David, Forest R. David
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History
Gruma traces its roots to 1949 when Robert Gonzalez and his son Roberto Gonzalez Marrera founded Gruma in Cerralvo, Nuevo Leon, Mexico, by producing a dough that could be preserved for longer periods and used when needed. Their methods simplified the production process, saving time, labor expenses, and reduced food waste. During the 1950s, Gruma continued to prefect the quality of its products and the manufacturing process as a whole, and developed Maseca, the famous dry dough used in production. During the 1950s, a second plant was built in Nayarit, Mexico. In the 1960s, Gruma opened seven new mills and in the 1970s expanded into the United States by purchasing the Mission Foods plant in California. Gruma acquired 10 more plants in the ...
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