The Molson Coors Brewing Company is the world’s fifth- largest brewer, but it’s aiming higher—and it’s tapping the power of personality type to get there. In Canada, Molson has a leading market share and is the largest brewer by volume. But in the fiercely competitive beer business, that’s only enough to give North America’s oldest brewery a slim lead. “It’s a tough market,” says Diane Larouche, a change manager with the company’s IT project

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