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When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies by Andy Butcher, Rick Tocquigny

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20. Fernando Aguirre

Fernando Aguirre may make the principles for success sound simple, but that should not be confused with them being easy. When he says that it all boils down to building on common sense, hard work, sacrifice, and passion, his answer belies just what that can demand. But the depths to which each of those foundations must be driven can be traced through his 24-year career with Procter & Gamble (P&G), in which he established a reputation as a turnaround specialist marrying business excellence with personal determination and commitment.

Much of what he still draws on as the Chairman and CEO of Chiquita Brands International was forged in four challenging years in Brazil, starting in 1992. The Mexican-born Aguirre went to the country ...

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