How they do it at Cemex

The precise chemistry of cement may still be something of a mystery to scientists. But while they wait for more concrete details, Maher Al-Haffar, managing director of corporate finance at Cemex, has been trying to transmute the alchemy of investor relations into a science at the Mexico-based multi-national cement giant. Driven by company chairman and CEO Lorenzo Zambrano’s philosophy, Anything that is not measured is not managed, Cemex’s award-winning IR department applies a fearsome-sounding