Navigating the Cannabis Haze


Integrated Management Symposium March 26, 2019 - Brian Athaide and Diana Dakhlallah

Navigating the Cannabis Haze: Disrupting a century-long underground market

Tuesday, March 26, 2019 – 5:30 – 8:00 pm

5:00 pm Doors open

5:30 - 7:00 pm Symposium

7:00 - 8:00 pm Networking Cocktail

3rd Floor, Centre Mont-Royal

In 2013, the Canadian government introduced regulation allowing the commercial production and distribution of marijuana for medical purposes. On October 2018, in the most recent legalization milestone of cannabis, recreational marijuana followed suit. Canada is now the second country in the world to have formalized the production, sale and consumption of marijuana. With the conditions for the development of a nationwide market provided, the cannabis industry is undergoing an intense commodification process. The demand and supply dynamics are unprecedented and not something the economy has seen since the end of alcohol prohibition in the 1920s. Despite this fast pace of change and many open questions, this is a very rare example of Canadian companies leading the development of a global industry, and all eyes are on Canada as countries around the world look to the future of their own regulatory environment.

To provide insight into the creation and transformation of the burgeoning cannabis market, McGill Desautels Faculty of Management is delighted to welcome Brian Athaide (BCom’89), CEO of The Green Organic Dutchmen (TGOD) for an Integrated Management Symposium. Brian Athaide will reflect with Prof. Diana Dakhlallah from the Organizational Behaviour area at Desautels on topics as varied as commodification dynamics and constraints, consumption, regulatory concerns, socially responsible investing, and the uncertain science of cannabis.


Brian Athaide: CEO of The Green Organic Dutchman, has 29 years of global experience including CFO at Andrew Peller, the largest public wine producer in Canada and 25 years at Procter & Gamble, working in 8 countries, culminating as the CFO of a multi-billion dollar Eastern European business. He has a track record of building shareholder value and winning organizations in North America, Europe, Asia, and Latin America leading acquisition integrations, developing corporate strategy, managing foreign exchange devaluations, banking crises, economic/political turmoil and high market volatility. Brian combines practical business acumen with excellence in execution. Brian has a BCom from McGill with concentrations in Finance and Marketing.

Dr. Diana Dakhlallah is an economic sociologist. Her most recent work falls at the intersection of the political economy of service provision in public sector organizations and global health. In this work, she examines and tests the role that social incentives play in structuring the dynamics of healthcare provision between frontline healthcare providers and healthcare seekers to understand and mitigate governance issues. Her work, conducted in the context of the public healthcare sector in the MENA region, sheds light on questions related to the interpretation, measurement, scaling, social influence dynamics, and institutionalization of behavioural grey zones within organizations and at the societal level. She holds a PhD from Stanford University and is an Assistant Professor in the Organizational Behaviour area at McGill Desautels Faculty of Management.


Coronavirus (COVID-19)

Get the latest Covid-19 updates and learn what to expect for McGill’s return to campus this Fall, 2021.

For Desautels specific updates please visit our COVID-19 FAQ page.

Back to top