After the joint venture there was a culture clash between Cobra and Molson Coors. Lord Bilimoria had originally taken the company in ways of being competitive in his efforts for expansion and growth at the cost of profits. However, Molson Coors now wanted a course-correction at Cobra, as they wanted to start getting on a profitable footing and then grow (Aravind, 2011). This culture clash of both companies made it uncomfortable during the first couple months of the joint venture. However, they overcame the issue and are now working together with the same goal. The implementation of a new direction can be linked to the power Molson Coors has over Cobra. Using Senior and Fleming theory of positive empowerment it can be said the role of an efficient
