During the COVID-19 pandemic, most businesses were either shut down or significantly scaled down to encourage people to physically distance and stay at home as much as possible. Aqualitas was a Nova Scotia-based cannabis company that focused on serving patients, its employees, and the local community. In this case, students will be required to perform a thorough strategic analysis of the company and create a strategic direction that aligns with its values while working within the parameters of strict Health Canada regulations and Clean Green certification standards. The purpose of this case study is to demonstrate that within a challenging event (i.e., the pandemic), there might also be opportunities that are guided by a firm's values
