Print version ISSN 0121-5051
RODRIGUEZ ROMERO, Carlos Alberto and DUQUE OLIVA, Edison Jair. The Santo domingo group: the little fish eat the bigger fish from generation to generation. Innovar [online]. 2008, vol.18, n.32, pp. 127-152. ISSN 0121-5051.
This article deals with the organisational evolution of the Santodomingo family group, highlighting the growth strategies developed throughout three generations. It begins from the moment when the family patriarch became established in Colombia, analyses the mechanisms used by the second generation for obtaining national and regional monopolistic positions and ends with the third generation's negotiation for positioning itself in the global market as integrants of one of the world's giant brewing companies. The study shows that the company's strength lies in its organisational evolutionism, its company strategies and especially in its strategic diagnosis.
Keywords : strategy; economic groups; Santodomingo family; organisational evolutionism.