E-cigarettes – disruptive innovation or a pipe dream?
This case looks at the global exponential growth of e-cigarettes. E-cigarette companies were predominantly small, entrepreneurial, usually web-based start-ups, rather than Big Tobacco. We look at the origins of e-cigarettes from a multi-dimensional perspective, including marketing and advertising, sales channels, the reaction of anti-smoking groups, Big Tobacco’s reaction and governments and regulators, identifying the threats and challenges to this fledging market disruptor.
To consider the marketing of reduced-harm products, the interaction between marketing and regulatory bodies, and the difference in marketing strategy between new entrants and incumbents.
Consumer Goods, Tobacco
Until 2013
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in WEF Forum 22 April 2024
in Harvard Business Review May-June 2024, vol. 102, issue 3
Case reference: IMD-7-2548 ©2024
Research Information & Knowledge Hub for additional information on IMD publications
in WEF Forum 22 April 2024
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in Harvard Business Review May-June 2024, vol. 102, issue 3
Research Information & Knowledge Hub for additional information on IMD publications
Case reference: IMD-7-2548 ©2024
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications