Using illustrative examples too numerous to list (but including the titular Molson company whose colossal failure in Brazil is emblematic of Canada's larger foreign expansion problem), Mandel-Campbell describes a nation hobbled by arrogance, diffidence, xenophobia, short-sightedness, excessive government intervention, and a general lack of moxie, as well as some really appalling manners.

"In 1997, the Mexican president returned to Vancouver to attend an APEC leaders' summit, which included a dinner held in his honour with the CEOs from eighteen Asia-Pacific countries. During the dinner's opening speeches, the Canadian hosts stumbled while trying to pronounce Zedillo's name. The most embarrassing point, however, came when the head of the Vancouver Port Authority attempted to engage Mexico's minister of commerce in conversation. 'Do you own a car?' she asked, followed by: 'Do you live in an apartment?' The Westcoast Energy people were already squirming in their chairs when the head of the Port Authority managed to outdo herself. As the waiter came over to fill the water glasses, she leaned over to the Mexican minister, lightly touching his elbow, and confided, 'In our country, it's safe to drink the water.'"

Mandel-Campbell argues that the real action is unfolding in China; if Canada hopes to soar in areas of manufacturing, trade, R& D and finance, it must step outside its comfort zone, adjust its worldview and take a damn chance already or the missed opportunities will continue to mount. The author closes with examples of entrepreneurs and companies that have done just that with bona fide success while suggesting tenable ways of reversing this downward trend. Why Mexicans Don't Drink Molson isn't easy reading, but it is essential for anyone--business or lay person--unwilling to be left behind in our ever-changing world. -- Kim Hughes