With 64 percent market share, Grupo Modelo is Mexico's leading beer producer and distributor. “Corona” is among its best known brands. An environmentally and socially responsible organization with more than 38,000 employees, the company implemented the Balanced Scorecard in 2004 to better align, communicate, and monitor medium- and long-term strategy execution. The BSC's cause-and-effect linkage model and its ability to integrate critical initiatives helped clarify strategy, drive performance, and optimize data for better decision making. Its Office of Strategic Planning and Strategic Management helps identify and develop the competencies needed to manage performance and growth. In four years net sales have increased 11 percent, EBITDA 12 percent, earnings-per-share 14 percent, dividends 37 percent, and total shareholder returns 93 percent.