Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "3498"
  #_source: array:26 [
    "id" => "3498"
    "slug" => "corona-beer-challenges-of-international-expansion"
    "yearMonth" => "2011-09"
    "year" => "2011"
    "title" => "Corona Beer: Challenges of International Expansion"
    "description" => "SOM, A. (2011). Corona Beer: Challenges of International Expansion. Dans: <i>Crafting and Executing Strategy. Concepts and Cases (18th edition)</i>. 1st ed. McGraw-Hill, pp. 229-238."
    "authors" => array:1 [
      0 => array:3 [
        "name" => "SOM Ashok"
        "bid" => "B00001502"
        "slug" => "som-ashok"
      ]
    ]
    "ouvrage" => "Crafting and Executing Strategy. Concepts and Cases (18th edition)"
    "keywords" => array:7 [
      0 => "Chaines de distribution"
      1 => "Contrôle des entreprises"
      2 => "Corona Extra"
      3 => "Heineken"
      4 => "Marketing"
      5 => "Stratégie internationale"
      6 => "Unités d'affaires autonomes"
    ]
    "updatedAt" => "2021-09-06 14:06:32"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "229-238"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Chapitres"
      "en" => "Book chapters"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Grupo Modelo, propriétaire de la bière Corona, a été un succès international. Une raison pour cela était dû à sa vision internationale basée sur les canaux de distribution concurrentiels et à puce, des campagnes de marketing local. Cependant, avec ses plus grands rivaux, Heineken, InBev et Anheuser, les géants américains et Miller qui se préparent à jouer le même jeu, Modelo a dû réévaluer sa stratégie internationale et chercher de nouvelles façons de garder son slogan comme « la meilleure bière du Mexique à la vente dans monde ». Peut-Corona rester le leader à domicile et sur le marché américain ou doit-il se concentrer davantage sur le marché domestique ? Sera-ce efficace comme avant ?"
      "en" => "Grupo Modelo, owner of Corona Beer, has been internationally successful. One reason for that was due to its international vision based on competitive distribution channels and smart, local marketing campaigns.  However, with its biggest rivals, Heineken, Inbev and the U.S. giants, Anheuser and Miller, readying themselves to play the same game, Modelo had to reevaluate its international strategy and look for new ways to keep its slogan as “the best selling Mexican beer in the world”. Can Corona remain the leader at home and in the US market or should it focus more on the domestic market? Will it be as successful as before?"
    ]
    "authors_fields" => array:2 [
      "fr" => "Management"
      "en" => "Management"
    ]
    "indexedAt" => "2024-12-21T16:21:43.000Z"
    "docTitle" => "Corona Beer: Challenges of International Expansion"
    "docSurtitle" => "Chapitres"
    "authorNames" => "<a href="/cv/som-ashok">SOM Ashok</a>"
    "docDescription" => "<span class="document-property-authors">SOM Ashok</span><br><span class="document-property-authors_fields">Management</span> | <span class="document-property-year">2011</span>"
    "keywordList" => "<a href="#">Chaines de distribution</a>, <a href="#">Contrôle des entreprises</a>, <a href="#">Corona Extra</a>, <a href="#">Heineken</a>, <a href="#">Marketing</a>, <a href="#">Stratégie internationale</a>, <a href="#">Unités d'affaires autonomes</a>"
    "docPreview" => "<b>Corona Beer: Challenges of International Expansion</b><br><span>2011-09 | Chapitres </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Corona Beer: Challenges of International Expansion</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.266215
  +"parent": null
}