In Michelle Lee’s blog post, she analyzes the effectiveness of Target’s move into Canada. I agree that Target’s reputation is at stake since their move into canadian territory. However, I think the unease brought by Target’s change in location is NOT due to their size, nor their corporate dominance.

The only visible flaw in Lee’s argument is the fact that she makes Target appear as if they are some leviathan organization that plundered and pillaged its way into total market dominance. The one key detail that needs to be considered is the fact that Target bought out Zellers and simply refurbished the preexisting store space. In comparison to previous Zellers customers, the increase in consumer interest isn’t severe enough to tyrannize smaller businesses. As well, locals are already desensitized to super-sized retail stores. Canada has Costco, Sears, The Bay, and The Hudson’s Bay Company; it is unlikely canadians will be taken aback by a new addition.

Target does run a cause for concern though. It derives from the political metaphor of an american invasion. Think big-picture: Canada has developed a sense of identity by being a peaceful country who aims to increase the quality of life for all of its inhabitants. When an american-based company overtakes a canadian brand like Zellers, it comes off as invasive, and to consumers it may look like an infringement on canadian culture (since the US has such a questionable history with peacefulness).

Although Target has a distinct allure to canadian citizens and will be able to reap the benefits of high profit from this venture, if more american companies plan on globalizing themselves, Canada may be a difficult starting point in years to come.