An immigrant entrepreneur created Hi-Bridge Consulting Corporation, a company that imported and distributed alcoholic products in Canada, among other activities. In 2009, the entrepreneur brought Yanjing beer to Canada from China, even though the Chinese brewery did not have an articulated international expansion strategy in Canada at the time. Despite numerous challenges in the Canadian beer market, the entrepreneur made significant headway. However, six years after the product’s introduction, she understood that many Canadian consumers were still not aware of Yanjing beer and that she needed to find an effective way to increase its market share.
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