Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
Purpose The purpose of this paper is to examine the factors contributing to the historic loss of market share experienced by Rothmans Benson & Hedges (RBH), Canada's second largest tobacco firm. Design/methodology/approach The paper presents a case study of the marketing of RBH flagship cigarette brand Rothmans between 1957 and 2000, comparing its performance with brands owned by market leader Imperial Tobacco Canada Ltd (ITL). Findings Sometimes it is no fun at all being a marketer. You have a generous advertising budget, follow the rules of strategic brand management, make sure your brand communications are consistent with the historical brand identity – and yet your market share declines. Take the case of RBH – historically Canada's second‐largest seller of cigarettes – which saw its market share slide from 43 percent in 1975 to a mere 17 percent by the mid‐1990s. It does not help of course if the government decides to introduce regulations restricting where and how you can advertise, but other tobacco firms seemed to adapt more successfully, gaining ground in key consumer segments. What went wrong for Rothmans? Practical implications The paper highlights the importance of contemporary references and imagery in enabling a brand to keep pace with changes in the target market. Social implications The paper shows how legislation intended to restrict product advertising can have unintended consequences as firms use creative marketing to exploit loopholes in regulation. Originality/value The paper draws on internal corporate documents made public through tobacco industry legal challenges to Canada's Tobacco Products Control Act (TPCA), in addition to trade press and promotional material.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.002 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it