551
Views
5
CrossRef citations to date
0
Altmetric
Editor's choice

Identity narratives in the face of market competition: the emerging legal medical cannabis market in Canada

Pages 37-48 | Received 06 May 2018, Accepted 22 Sep 2018, Published online: 23 Nov 2018
 

Abstract

As the medical cannabis industry in Canada moved from a single government producer to an open market model in 2014, this paper provides insight into how entrepreneurs from illegal medical cannabis dispensaries, as well as legal licensed producers, protect their position and reputation in this ‘emerging’ market. On the one hand, MCDs are illegal, niche-filling entities that have historically been ‘boxed out’ by the legal framework, trying to survive untouched by enforcement and supported by faithful clientele. Licensed producers (LPs), on the other hand, are new legal entities that follow a strict government regulated framework, and are essentially stepping on their illegal predecessor’s territory. This project draws on 63 in-depth qualitative interviews, when medical cannabis access transitioned to an open market model. In this context, we see that rather than attempts to construct a credible shared identity for legitimacy, the emphasis is on building a distinct identity narrative in the face of market competition. The emergence of legal cannabis markets and the future of cannabis legalization in Canada presents a fruitful avenue for continuing the study of both the micro and macro processes in emerging markets, organizations, and entrepreneurial activities.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article. Taylor and Francis apologises for these errors.

Disclosure statement

No potential conflict of interest was reported by the authors.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.