PBG BioPharma Canada: Bringing Canadian Health Products to China


International Case Research Association


William Wei, Ronald Markowski, Claire Deng

Case Length:

10 pages (7 pages of text)

Teaching Note Length:

10 pages

Product Type:

Case (Field)


Market Entry, Strategy, Online Business


Marketing, Strategic Management, E-business


Healthcare Industry


Canada, China, 2020

Intended Audience:



Some might think Dr. Jacqueline Shan should be content with having established herself as the co-discoverer and co-founder of Cold-FX, one of Canada’s biggest health and wellness brands.  However, Jacqueline made a vow to dedicate her life to bringing scientific credibility to natural health products.  It is this vow that is driving her to actively pursue yet another extraordinary entrepreneurial potential in natural health.   She has taken on the role as the CEO and Chief Scientific Officer for PBG.  From its base operations in Edmonton, BPG is positioning itself in 2020 to help address the needs of a world’s demand for Canadian health products. PBG has made a strategic decision to focus its attention and resources on three initial primary markets being Canada, China, and the EU.  The biggest of these three, which is creating the gleam in PBG’s eye, is the China market.  However, entering China has many challenges and difficulties. The most pressing issue now is to choose the suitable market entry strategy, particularly online presence and selling online to China.

Learning Objective

This case can be used in any strategic management, marketing, or international business course at the undergraduate (bachelor) or graduate (master) level.  It may be used to illustrate the following key concepts:

  • Evaluate the opportunities and challenges for a company entering a foreign market.
  • Apply cross-cultural comparisons to understand the cultural relevance of foreign market entry strategies.
  • Define terms and concepts connected to market entry strategies.
  • Determine an appropriate market entry strategy for a company.
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