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E-Cigarettes: The Wild, Wild West
Farris, Paul W.; Wicks, Andrew C.; Mead, Jenny; Abbott, Katherine Case M-0876 / Published January 7, 2015 / 22 pages.
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Product Overview

In 2014, tobacco giant Reynolds American Inc. (RAI) had to confront the rapidly evolving global tobacco industry landscape. E-cigarettes, once considered a fad, were becoming increasingly popular. Facing uncharted territory, tobacco companies were uncertain about how to most successfully enter this market and how to do so rapidly.

  • Overview

    In 2014, tobacco giant Reynolds American Inc. (RAI) had to confront the rapidly evolving global tobacco industry landscape. E-cigarettes, once considered a fad, were becoming increasingly popular. Facing uncharted territory, tobacco companies were uncertain about how to most successfully enter this market and how to do so rapidly.

  • Learning Objectives