Many governments provide goods and services that are deemed too sensitive for the private sector to deliver. This places public administrators in the difficult situation of having to sell products while also shaping consumer demand. Government agencies in Canada found themselves in this situation when the country legalized cannabis in 2018. Our findings suggest they responded with a demarketing approach, attempting to limit and shape, rather than increase, consumer demand. We conclude this demarketing strategy hinders public agencies’ ability to displace competitors in the illicit market, a key public policy objective.

中文翻译：

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去市场还是去市场？加拿大大麻的公共部门品牌

许多政府提供的商品和服务被认为对私营部门而言过于敏感。这使公共管理人员处于必须销售产品同时也影响消费者需求的困境中。当加拿大政府于2018年将大麻合法化时，加拿大政府机构就处于这种情况。我们的调查结果表明，他们以去市场化方法做出回应，试图限制和塑造而不是增加消费者的需求。我们得出的结论是，这种去市场化策略阻碍了公共机构在非法市场上取代竞争对手的能力，而这是关键的公共政策目标。