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The ‘Race to the Bottom’: Moving Closer to Home?

ISBN: 978-1-83909-557-3, eISBN: 978-1-83909-554-2

Publication date: 1 March 2021

By the end of this chapter, you should be able to demonstrate an understanding of:

The impact of increasing competition occurring within the UK retail environment.

Consumers efforts to reduce the disparity between beliefs and behaviours, as conceptualised within cognitive dissonance theory.

The alignment with marketing, the wider economy and the retail sector as a means to identify ways to shape value creation.

Ritch, E.L. and McColl, J. (2021), "The ‘Race to the Bottom’: Moving Closer to Home?", Ritch, E.L. and McColl, J. (Ed.) New Perspectives on Critical Marketing and Consumer Society, Emerald Publishing Limited, Leeds, pp. 171-182. https://doi.org/10.1108/978-1-83909-554-220211014

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Emerald Publishing Limited