Corporate Canada, proud and ... parochial
JEFFREY SIMPSON
June 5, 2007
Andrea Mandel-Campbell asks a disturbing question in her provocative new book: Why do Canadians drink Corona, a beer Mexicans don't consider their best, whereas Molson never even tried to crack the Mexican market and is now a subset of an American brewing conglomerate?
With Algoma, Ipsco and Dofasco being sold to foreigners and now Stelco up for sale, with Alcan a takeover target, with most mining companies under foreign control, and yes, with both major "Canadian" brewers gone, what's been happening to Canadian capitalism?
The answers are not pretty, and Ms. Mandel-Campbell explores them mercilessly and a trifle breathlessly in
Why Mexicans Don't Drink Molson.
The prime answer - there are many - is the Canadian mindset.
Canadians, although believing the world loves and need them, seldom think globally. They lack confidence. They are instinctively protectionist in too many areas. They think small. When they lift their commercial eyes, they see only the U.S. market.
Not many capitalists in the Canadian Council of Chief Executives or the Canadian Chamber of Commerce are going to like Ms. Mandel-Campbell's book. She's hardly a predictable, anti-globalization, head-in-the-sand leftie. If anything, she's a free-enterprise kind of analyst.
She therefore lists the usual government policies that shield Canada from global pressures: supply management, a social welfare fishery, unemployment benefits (10 weeks work for 42 weeks of benefits). She adds the list of complaints from business about corporate taxes and excessive regulations.
But her more telling criticisms are directed at business itself.
Few business leaders travel. When they do - and she used to work as a journalist in Latin America - they don't speak local languages and familiarize themselves with local cultures. They are parochial Canadians who, like so many of their fellow citizens, seem to think that just being Canadian will be enough to impress the world.
Canadians fool themselves into thinking they are big traders, whereas more than half of all trade that crosses Canada's borders is between different parts of the same company. Canada has very few companies with a Canadian brand name. Some that had or have a brand name changed it to hide their Canadian roots, as Northern Telecom did.
Mining ought to be a Canadian strength. Take away Barrick Gold and a couple of others, and the rest have all sold out to foreigners.
The same for steel, hotels, beer, energy, and just about every other industry. She writes: "While Sweden has Ikea, Finland has Nokia and Italy has the fashion triumvirate of Armani, Gucci and Prada, Canada does not have,
nor has it ever had, [italics hers] a single global brand name."
That's an exaggeration, but not by much. Our banks - the ones Canadians worry are too large - are actually international pygmies.
Sheltered from foreign competition, they worry much more about grabbing small bits of additional market share in Canada than trying to become bigger international players.
The same sheltering behind government protectionist policies has led to small mindsets for telecommunications companies, agricultural producers, manufacturers (in most cases). Corporate Canada's instincts, she argues, are far too directed at running to government for this or that advantage, a mindset that reflects a deeper sense of insecurity in Canada.
Ms. Mandel-Campbell's argument can be taken much further. For Canada's level of prosperity to continue, let alone increase, the entire country has to become more global in its thinking, educational systems, political culture, business philosophy.
Almost every government policy, and the political debates that accompany them, should ask a basic question: How will this enhance Canadians' ability to thrive in a global world?
Instead, our politics is about carving up revenues between federal and provincial governments, beseeching governments for more industrial subsidies, worrying obsessively about the United States, pouring money into equalization and health care, and avoiding even the word "productivity." It is a recipe for slow relative decline - a decline made comfortable by the ease with which Canada can export its storehouse of natural resources.
Worse, we defiantly refuse to learn from others: from Iceland about how to organize a fishery, from Finland about how to educate young people, from Europeans about learning languages, from Denmark about how to make green technologies work, from New Zealand and Australia about reforming agriculture, from every other country (except the U.S.) about how to manage health care, from Japan about telling car companies how they must reduce emissions.
We are Canadians, proud, parochial and, in Ms. Mandel-Campbell's words, entering the "suds of global obscurity."
[email protected]