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.

Our Story

30+ years ago, in Toronto, Canada, Founder Ron Pirie championed the belief that businesses work better together when they commit to actively listening and responding to each other’s feedback.

Ron’s original idea to have retailers’ rate and rank their suppliers was first sketched out on a pizza box. Not long after, fast-moving consumer goods suppliers and retailers throughout North America began to recognize that strong and measurable relationships lie at the heart of improved business performance.

From humble beginnings and a staunch and universal belief that stronger collaboration leads to better business results in any market and any industry, our relationship benchmarking capabilities have become the gold standard for measuring business-to-business engagement in 40+ countries.

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Over the past 30 years, our team has grown to over 100 employees. Headquartered in Toronto, Canada, we proudly operate internationally, with Advantage representatives in over 40+ countries around the world.

There are Always Opportunities to Improve.

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

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