Canopy Growth Corporation: Canada First and the World Next
(8 pages of text)
In 2017, the Canadian cannabis industry was getting ready for the country’s anticipated legalization of recreational cannabis. The chief executive officer of Canopy Growth Corporation needed to make decisions about international expansion in the midst of the company’s aggressive expansion activities, which were already underway in Canada. Other Canadian licensed producers were also engaging in international activities in Germany, Chile, Australia, and other countries where cannabis was recently legalized, either for medical or recreational use. Was it time for Canopy Growth Corporation to focus on the Canadian market, or were the international opportunities too good to miss?
The case can be used in undergraduate or graduate courses on strategic management or international business. After completing the case, students will be able to
- analyze international expansion opportunities in the cannabis industry;
- apply the CAGE (cultural, administrative, geographic, and economic) framework to analyze international distance; and
- apply Porter's Diamond model to analyze competitive national advantage.
Agriculture, Forestry, Fishing and Hunting
Canada, Medium, 2017
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