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Product cover image for TerrAscend: Planting the Seeds of Growth

TerrAscend: Planting the Seeds of Growth

Julie Gosse, Prajeya Parmar

Product #:W49244
Supplier:Ivey
Discipline:General Management, Strategy
Setting:Canada, 2017
Details:Case (PDF) • 10 pages • 2026-04-20

Subjects:

Leadership and managing peopleManagementStrategy

Industries:

Agriculture sector

Geography:

CanadaNorth America
Your Price:$9.71

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In July 2017, TerrAscend Corp. (TerrAscend), a Canadian cannabis company, faced pivotal decisions as it prepared for legalization of recreational cannabis. Led by chief executive officer and cofounder Basem Hanna, the company had secured a cultivation license and launched Terra Health Network Inc. to build credibility with physicians. Yet, TerrAscend remained pre-revenue, with limited cash and growing competition. Hanna weighed four paths: maintaining the status quo, signing a wholesale deal with Aphria Inc., expanding to the US via a CA$52.5 million equity infusion from JW Asset Management LLC, or selling the business outright. The case explores growth strategy, valuation, and risk in a rapidly evolving industry.

Learning Objectives

This case can be used in a general management or strategy module in an undergraduate-level introductory business course. The case provides students with the opportunity to perform financial and qualitative analysis on a company in a highly regulated and highly nascent industry.
  • On completing this case, students will be able to do the following:
  • Learn about and understand the nuances of breaking into and making decisions in a highly regulated industry.
  • Complete feasibility studies on strategic alternatives by conducting net benefit, payback, and net present value analysis and an income statement projection.
  • Perform a business valuation using net book value, economic appraisal, and capitalization of earnings analysis.
  • Identify and analyze the qualitative benefits and drawbacks of strategic alternatives.
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Case Study: TerrAscend: Planting the Seeds of Growth (English version) | Ivey Publishing