Built on a Foundation of Enriching Business Relationships

Advantage is an insights company. We focus on what drives higher business performance for retailers and suppliers alike. We uncover better practices for both parties and show the pathways to improved business outcomes.

To provide insight to drive incremental sustainable performance for both suppliers and retailers.

Our Mission

Who is Advantage?

Advantage Group International was founded in Toronto, Canada in 1988 by Ron Pirie. Ron believed that there was considerable value to be realized by having retailers rate and rank their suppliers and vice versa. Ron’s belief in the importance of helping companies work together more collaboratively created the foundation for Advantage Report™.

Ron’s original idea to improve business-to-business performance through benchmarking and collaboration was first sketched on a pizza box. This concept evolved into a 360-degree design with a framework that outlined how suppliers and retailers could receive feedback from each other.

Today, we offer Advantage Report™ programs in over 40 countries and conduct surveys in 60 markets worldwide. Our global coverage enables us to offer extensive cross-market reports for global sponsors that summarize their feedback across all markets, resulting in a robust Global Scorecard.

Advantage Toronto Team

Over the past 30 years, our team has grown to over 120 employees. Headquartered in Toronto, Canada, we proudly operate internationally, with Advantage representatives in over 35 countries around the world to serve you in 19 languages.

There are Always Opportunities to Improve.

In today’s markets, no one can afford to take success for granted.

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