hold 24 Stanley Cups. Molson also has a 49.9 % partnership of Coors Canada and 24.95% of Molson USA, who distributes and fosters brands in the United States.Molson is changing its views once again by having assembled a premiere management team with experience in the North American and international markets. The firm has four long-term goals.1. Encourage shareholders to get closer to Molson employees by bringing together their values and economic Interests.2. Operating more strategically.3. Being more efficient by reducing cost and improving productivity.4. Look for ways to grow both domestically, and internationally.By adopting a strategy that gives shareholders value through brewing they are able to reinvent themselves and build a long-term relationship with their shareholders. On June 23, 1998 Molson reacquired full ownership, making them once again 100% Molson and 100% Canadian.Applying Greiners Model of Firm GrowthWe will look at Molson as an organization by using one of its four goals to bring out Greiners model. As he tells us, each phase begins with a period of evolution, with steady growth and stability and ends with a period of revolution brought upon by change. The only solution in which Molson can continue to grow is by solving the dominant management problem in this period of revolution. Phase 1: CreativityAs Greiner explains in his model, this phase is in the birth stage of an organization, where the emphasis is on creating both a product and a market. John Molson arrived from Lincolnshire in the spring of 1786 with little capital, forty-six bushels of quality English barley, a few articles of equipment and the desire to make from his home, quality brewed beer. He was now on his way to running a small successful business. Molson held essential characteristics of the period of creativity, which Griener explains. He was the founder of the company and made and sold his product himself, giving him both technical and entrepr...
