This study has analyzed the culture and language of the American Dream in Blue Surge. It shows the effects of the formula of success and the competition presented by this dream; and, how it produces neurotic individuals trying to cope with the competitive society by means of neurotic strategies. This study has used Karen Horney’s theories and strategies. Horney says neurosis is engende...

This paper analyzes how a firm should adjust its marketing expenditures and its price to defend its position in an existing market from attack by a competitive new product. Our focus is to provide usable managerial recommendations on the strategy of response. In particular we show that if products can be represented by their position in a multiattribute space, consumers are heterogeneous and ma...