Entering a New Market: Oxford University Press Canada's Foray into French-as-a-Second-Language Publishing

This report examines French-as-a-second-language (FSL) education in Canada from a publisher’s perspective, specifically that of Oxford University Press. The seven chapters of this report provide an overall picture of Oxford’s entry into the Canadian FSL market and reveal how the Press worked to establish itself in that market. Part one identifies three main FSL publishers in Canada with a special focus on Oxford University Press. It also examines the role of the Competition Bureau and how various mergers in the industry inadvertently enabled Oxford to enter the market. Part two details the conception, development, marketing and sales of the Communi-Quête series, Oxford’s first foray into FSL publishing. It also outlines the numerous considerations required at each stage of the publishing process. Part three evaluates the Communi-Quête series’ success in the marketplace, and the likelihood of Oxford remaining in the FSL market by producing another FSL series in the future.