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E-Cigarettes: The Wild, Wild West

Farris, Paul W.; Wicks, Andrew C.; Mead, Jenny; Abbott, Katherine

M-0876 | Published January 07, 2015 | 22 pages Case

Collection: Darden School of Business

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. Fac... Read More