Dewhirst, Timothy; Sparks, Robert - In: Journal of Historical Research in Marketing 3 (2011) 3, pp. 351-369
Purpose – The purpose of this paper is to assess, by providing a case study of flagship brand, Rothmans, why Rothmans, Benson & Hedges Inc. (RBH), Canada's second largest tobacco firm, has historically lost ground to industry leader, Imperial Tobacco Canada Limited (ITL)....