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    E-Cigarettes: The Wild, Wild West

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

    • Reference: DARDEN-M-0876-E

    • Number of pages: 22

    • Publication Date: Jul 1, 2015

    • Fecha de edición: Sep 21, 2015

    • Source: Darden University of Virginia (USA)

    • Type of Document: Case

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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.

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    Keywords

    market prediction new market new technology Quality control