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All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the prior written consent of the publisher or a licence from The Canadian Copyright Licensing Agency (Access Copyright). For a copyright licence, visit www.accesscopyright.ca or call toll free to 1-800-893-5777.

Douglas & McIntyre Ltd.

2323 Quebec Street, Suite 201

Vancouver, British Columbia

Canada V5T 4S7

www.douglas-mcintyre.com

Library and Archives Canada Cataloguing in Publication Mandel-Campbell, Andrea, 1969– Why Mexicans don’t drink Molson : rescuing Canadian business from the suds of global obscurity / Andrea Mandel-Campbell.

Includes bibliographical references.

ISBN 978-1-55365-225-0

1. Competition — Canada. 2. Competition, International. 3. Business enterprises — Canada.

4. Corporate culture — Canada. 5. Globalization — Economic aspects — Canada.

6. Export marketing — Canada. 7. Canada — Commerce. I. Title.

HF3226.5.M35 2007 382.0971 C2007-900020-7

Editing by John Eerkes-Medrano

Copy editing by Ruth Wilson

Jacket and text design by Ingrid Paulson

Jacket photographs by Alex vs. Alex Photography

Printed and bound in Canada by Friesens

Printed on acid-free paper that is forest friendly (100% post-consumer

recycled paper) and has been processed chlorine free.

We gratefully acknowledge the financial support of the Canada Council for the Arts,

the British Columbia Arts Council, the Province of British Columbia through the

Book Publishing Tax Credit, and the Government of Canada through the Book Publishing

Industry Development Program (BPIDP) for our publishing activities.

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