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
Cranfield University
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Harvard Business School Publishing
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NUCB Business School
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Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
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The Sandoz leadership team faced an important decision as it broke away from Novartis and became a public company. Should Sandoz retain the global geographical coverage it had had in its many years as part of Novartis? Or should it focus on fewer ...
This case series explores Sandoz's spin off from Novartis, which was finalized on 4 October 2023. Case A follows Richard Saynor's (CEO, Sandoz) ruminations as he builds the company strategy in preparation for the board's approval of Sandoz as a st...
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