Twelfth Global Studies Conference

Abstract

In this paper we discuss the current fast spread of cannabis legalization for medical consumption and, to some degree, also recreational consumption around the globe. The globalization of the legalization of medical cannabis hand in hand with large demand - which cannot be met by existing producers at this time - provides many business opportunities in a climate that some have dubbed “the green gold rush”. Canada’s cannabis companies have some strategic advantages and established production facilities as well as the knowledge and experience in cultivating cannabis plants. How do Canadian cannabis companies deal with the opportunities and also challenges this situation holds? In this paper we present an analysis of the strategic focus and business development model as well as challenges and attempts to overcome those focusing on the case of a company from the Atlantic Canada region: Aqualitas. Less known than the big Canadian cannabis producers like Canopy Growth Corporation and Aurora Cannabis that are traded on the Toronto Stock Index (TSX), it pursues a different approach that is not based on vamping up large scale mass production as quickly as possible in order to meet the demand but to refine plant cultivation and growing technology in order to produce high-quality cannabis yet at production costs which is below of the competitors.