Solved Case Analysis: E-Cigarettes: The Wild, Wild West by Paul W. Farris, Andrew C. Wicks, Jenny Mead, Katherine Abbott

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Description

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.

Publishing Authority:

Darden Business Publishing – University of Virginia

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