Evolución - involución de la estrategia de posicionamiento del Grupo Santo Domingo desde su ingreso al mercado cervecero global
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Mueses López, Juan Pablo
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El presente trabajo, con base en la revisión de fuentes bibliográficas e información secundaria, construye un marco teórico referente al evolucionismo organizacional y las nociones de estrategia, estructura e integración empresarial para analizar el rumbo del grupo Santo Domingo desde su ingreso al mercado Cervecero Global a partir del año 2005. El documento presenta un panorama de la evolución del mercado cervecero global en el presente siglo, del cual el Grupo Santo Domingo ha sido un miembro representativo, para posteriormente construir el marco teórico que soporta su evolución en términos de estrategia y estructura incluyendo además la participación en otros mercados y así finalmente validar los postulados de Chandler en cuanto a que la estructura organizacional es el resultado de la estrategia.
Abstract. This paper aims to build a theoretical framework that, based on reference sources and secondary information, can refer to organizational evolution and strategy notions, business structure and integration in order to analyse, based on these theories, the course of the Santo Domingo Group when it first started in the brewing global market in 2005. This paper offers an outlook of the brewing global market, of which the Santo Domingo group has been a member representative, in the present century aiming to build a theoretical framework that can support its evolution in terms of strategy and structure including also its involvement in other markets validating, at the end, Chandler’s idea which states that organizational structure is the result of strategy.
Abstract. This paper aims to build a theoretical framework that, based on reference sources and secondary information, can refer to organizational evolution and strategy notions, business structure and integration in order to analyse, based on these theories, the course of the Santo Domingo Group when it first started in the brewing global market in 2005. This paper offers an outlook of the brewing global market, of which the Santo Domingo group has been a member representative, in the present century aiming to build a theoretical framework that can support its evolution in terms of strategy and structure including also its involvement in other markets validating, at the end, Chandler’s idea which states that organizational structure is the result of strategy.