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Volume 37, Number 2, 2000, Pages 199-202
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AWARD OF MERIT LECTURE
Survival of the Fittest

By William K. Coors Coors Brewing Company, Golden, Colorado This lecture was presented at the MBAA 112th Anniversary Convention, Keystone, Colorado, 1999.

Abstract
The inability to recognize the changing environment and to adapt to these changes in a constructive manner has been a significant fac-tor in the demise of family-owned breweries since Prohibition. The Coors Brewing Company has survived and prospered for over 125 years by recognizing that change is the normal course of events, and by emphasizing product quality above all else.
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Sintesis
La inhabilidad de reconocer los cambios del ambiente y de adap-tarse a estos cambios de una manera constructiva ha sido un factor significativo en la disminución de cervecerías pertenecientes a famil-ias desde la prohibición. La Compañía Cervecera Coors ha sobre-vivido y prosperado por mas de 125 años gracias a que reconoció que esos cambios son el curso natural de las cosas y a que enfatiza la cal-idad del producto sobre todo lo demás.