(2011-10-01) Ríos Millán, Ana María; Ochoa Díaz, Francisco Héctor
Cementos Argos has long been regarded
as a giant in the Colombian
cement manufacturing industry.
Thanks to its large capacity to reach
a solid position in the domestic market
as well as to its unconventional
internationalization strategies, it
has earned a prominent place in
Colombia and other Latin American
countries and even in such strong
markets as the United States. This
research study is an effort to document
the international experience
of Argos from the perspective of
the most widely accepted theories
of internationalization available
in specialized literature, using the
methodological case-study approach.
As a result, it was found that retention
strategies and the organizational
redesign generated by the leadership
of corporative management, are vital
tools to ensure growth of the company
in local and external markets.
