Journal of the Academy of Marketing Science

, Volume 3, Issue 1, pp 1–19 | Cite as

Canada: Obstacles and opportunities

  • Peter M. Banting
  • Randolph E. Ross


Although there are many similarities between Americans and Canadians, Americans should not assume that their attitudes, values and objectives are coincident with those of their northern neighbors. Neither should American marketers assume that their products, programs, policies and objectives, because they are successful in the United States, necessarily will appeal to Canadian customers. Rather, they should recognize that Canada is a unique market, made up of many distinctively different and consequently differentiable market segments, and that successful marketing in Canada requires at least recognition of, and frequently adaptation to, the unique characteristics encountered in the Canadian environment.


Foreign Ownership Canadian Market Atlantic Province Cultural Nationalism Foreign Control 
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Copyright information

© Academy of Marketing Science 1975

Authors and Affiliations

  • Peter M. Banting
    • 1
  • Randolph E. Ross
    • 1
  1. 1.McMaster UniversityHamiltonCanada

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