Copyright (c) 2011 All rights reserved. http://works.bepress.com/ritson Recent documents in Mark Ritson en-us Wed, 05 Jan 2011 21:35:04 PST 3600 http://works.bepress.com/ritson/9 http://works.bepress.com/ritson/9 Thu, 24 Sep 2009 04:28:43 PDT Managers contemplating a new product launch during the prosperous early years of the twenty-first century typically looked only in one direction: up. Thanks to consumers’ rising incomes and apparently insatiable desire for superior quality, the era began with a focus on “premiumization,” “trading up,” and “luxury for the masses.”But times change. Economic strains are now causing consumers to trade down, and many midtier and premium brands are losing share to low-price rivals. Their managers face a classic strategic conundrum: Should they tackle the threat head-on by reducing prices, knowing that will destroy profits in the short term and brand equity in the long term? Or should they hold the line, hope for better times to return, and in the meantime lose customers who might never come back? Given how unpalatable both those alternatives can be, many companies are now considering a third option: launching a fighter brand. Mark Ritson Academic Publications http://works.bepress.com/ritson/8 http://works.bepress.com/ritson/8 Thu, 09 Jul 2009 22:15:29 PDT Richard Elliott Academic Publications http://works.bepress.com/ritson/7 http://works.bepress.com/ritson/7 Thu, 09 Jul 2009 22:12:59 PDT Paddy Barwise Academic Publications http://works.bepress.com/ritson/5 http://works.bepress.com/ritson/5 Thu, 09 Jul 2009 22:08:39 PDT Stefano Puntoni Academic Publications http://works.bepress.com/ritson/4 http://works.bepress.com/ritson/4 Thu, 09 Jul 2009 22:04:11 PDT Mark Zbaracki Academic Publications http://works.bepress.com/ritson/3 http://works.bepress.com/ritson/3 Thu, 09 Jul 2009 21:59:10 PDT Mark Bergen Academic Publications http://works.bepress.com/ritson/2 http://works.bepress.com/ritson/2 Thu, 09 Jul 2009 21:55:38 PDT Mark Bergen Academic Publications http://works.bepress.com/ritson/1 http://works.bepress.com/ritson/1 Thu, 09 Jul 2009 21:51:21 PDT Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of advertising's contribution to the everyday interactions of adolescent informants at a number of English high schools. The study reveals a series of new, socially related advertising-audience behaviors. Specifically, advertising meanings are shown to possess social uses relating to textual experience, interpretation, evaluation, ritual use, and metaphor. The theoretical and managerial implications of these social uses are then discussed. Mark Ritson Academic Publications