Cultural dissonance: Marketing top brands during a recession

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

During a time of economic uncertainty does the demand for luxury or high quality goods dry up? Do the well off, the rich, and even the super rich begin to tighten their belts along with everyone else? Do luxury retailers need to trade down in order to keep their products affordable?

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "Cultural dissonance: Marketing top brands during a recession", Strategic Direction, Vol. 29 No. 1, pp. 9-11. https://doi.org/10.1108/02580541311285357