Canadians: North American, But Not American
For American companies that seek to widen their consumer base by going global, Canada is an obvious choice: English is the first or second language, some media venues are shared between the two countries, and consumers in both countries share similar life goals and lifestyles. Yet overreliance on these similarities may result in a failure to recognize Canadians as a distinct and unique group of non-American consumers. This week's MONITOR Minute highlights excerpts and insights from Global MONITOR 2008/2009 to explore the Canadian marketplace.
THE CANADIAN CONSUMER IS CANADIAN
Nearly nine in 10...