Under globalization, firms have to decide what level of global integration and national responsiveness they wish to achieve. In many cases, they are bound by their industry due to the limitations set by their characteristics. The cement industry was believed to have low national responsiveness as well as a low global integration. Recently, CEMEX was able to break that paradigm of the industry and become a fully integrated globalized firm. To accomplish this, the company first solidified its position in its local market, and then used the revenues to expand into other markets. Additionally, it focused its investments in markets that where demand was high, the country was in the low end of the local economic cycle, and the geography facilitated export. This strategy worked throughout the 1990s turning CEMEX into the third largest cement company in the world. Most importantly, it allowed it to find stability in a market that is usually victim to volatility. To continue its growth, CEMEX will need to continue with its strategy and invest heavily in emerging markets that have high growth......

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