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Keywords: Competitiveness
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Journal Articles
Coors Light in Puerto Rico: battling for local dominance in a global market
Available to Purchase
Journal:
Strategy & Leadership
Strategy & Leadership (2002) 30 (6): 13–17.
Published: 01 December 2002
... of commitment from Coors to enter the highly competitive Puerto Rico market or assign the distribution rights for the brand to his company, Diego Suárez commissioned extensive market research to confirm Coors’ potential within the Puerto Rico market. The initial data were encouraging – 63 percent of respondents...
