Aurora Cannabis CEO’s ‘transformation’ of company offers lessons for rivals

It seems counterintuitive on the surface – bet on a market that’s been around for years rather than following the herd on flashy adult-use cannabis and fantasies of hundred-billion-dollar markets.

But Aurora Cannabis did just that three years ago, wagering its future by betting on medical cannabis at a time other companies were wagering on recreational marijuana, which Canada legalized in 2018.

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It’s working, and it could offer lessons to other CEOs and top executives.

The Edmonton, Alberta-based licensed producer zigged when everyone else zagged, putting the company in the enviable position of having far fewer competitors, a healthy balance sheet and organic growth in overseas medical markets.

“I knew that medical made money. And I know rec was a maybe, coulda, woulda, shoulda, but I knew we were hemorrhaging cash on rec, and we didn’t see it getting better,” Aurora CEO Miguel Martin told MJBizDaily

The post Aurora Cannabis CEO’s ‘transformation’ of company offers lessons for rivals appeared first on GrowCola.com.

It seems counterintuitive on the surface – bet on a market that’s been around for years rather than following the… Continue reading
The post Aurora Cannabis CEO’s ‘transformation’ of company offers lessons for rivals appeared first on GrowCola.com. 

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