The 100-year-old beer company is steeped in tradition, history, and culture and they recognized that to keep their position and grow in the international stage, they would need to make some transformations. As early as 2001, Tsingtao began to implement their “stronger then larger” growth strategy, encompassing deep organizational reforms. The task in front of them was to improve the organizational culture and use it as a competitive advantage, while keeping in line with the new organizational strategy.