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
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
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in I by IMD 24 June 2024
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Case reference: IMD-7-2457 ©2024
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Case reference: IMD-7-2546 ©2024
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in MIT Sloan Management Review Summer 2024, vol. 65, no. 4
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