Ought to International Beer Firm Molson Coors Enter the Hashish Drinks Enterprise?

In early 2019, international beer firm Molson Coors was exploring find out how to enter the hashish drinks enterprise. On the time, hashish had not but been legalized in Canada. Initially the corporate had deliberate to check a couple of merchandise in a small geography in Canada to see if there is likely to be a viable market alternative. However the group charged with creating an entry technique really helpful a extra aggressive transfer: pulling ahead $65 million to construct a facility in Canada to supply hashish drinks and seize first-mover benefit. That sudden change in path gave then-CEO Mark Hunter pause. Ought to he approve the request, or push the group again to the unique, extra conservative plan?Harvard Enterprise College senior lecturer Derek van Bever and Stephen P. Kaufman (MBA 1965) talk about balancing exploitation and exploration inside one of many world’s high brewing firms within the case, “Past Beer: Brewing Innovation at Molson Coors.”




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