Read of an excerpt of Why Mexicans Don't Drink Molsons that appeared in Macleans

About The Book

A scathing wake-up call castigating the timidity of Canadian companies in international markets, Why Mexicans Don't Drink Molson combines bracing analysis and compelling anecdotes with shrewd prescriptions for the future.

THE JACKET LINER:

WHY IS IT that despite laying claim to some of the best beer in the world, Canadians literally spill more beer than they export, while Mexico’s Corona, born in a country with little in the way of fresh water, barley or even a fully developed economy, is a leading global brand with sales to more than 150 countries? How is it that despite Canada’s vast forests, people the world over equate inexpensive wood furniture with Swedish meatballs and sprawling blue-and-yellow superstores?

Combining bracing analysis, compelling anecdote and hard-nosed prescription, Why Mexicans Don’t Drink Molson is a scathing cautionary tale about Canadian timidity and lost opportunities in confronting international markets.

Canada has all the makings of a global leader, yet it has opted to become a global laggard, preferring to fritter away its jackpot of rich resources rather than build viable multinationals that are ultimately the country’s best defence in a globalized world. This book is a unique insider’s look at the complex world of international business that reveals the hidden challenges to Canada’s global success and the perils of continued complacency.

This is the first book to look at the disparate elements of the Canadian business economy from a historical, cultural and industrial policy perspective to explain Canada’s place in the changing global context. In doing so, it throws new light on Canada’s assets and abilities. Canadians do have the means to build and brand world-beating global companies, and this book shows them how to do it.