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- November 2013 (Revised June 2014)
- Case
E-Cigarettes: Marketing Versus Public Health
By: John A. Quelch and Margaret L. Rodriguez
Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance...
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Keywords:
Public Health;
Tobacco;
Smoking;
Cigarettes;
Electronic Cigarettes;
Cancer;
Lung;
Lorillard;
Philip Morris;
Safety;
Technological Innovation;
Conflict of Interests;
Market Entry and Exit;
Marketing;
Health;
Advertising;
Consumer Products Industry;
Health Industry
Quelch, John A., and Margaret L. Rodriguez. "E-Cigarettes: Marketing Versus Public Health." Harvard Business School Case 514-059, November 2013. (Revised June 2014.)
- 23 Apr 2014
- HBS Case
Are Electronic Cigarettes a Public Good or Health Hazard?
"If I am a tobacco manufacturer seeing my sales cannibalized by e-cigarettes, I have two choices: develop my own e-cigarette brand or buy an e-cigarette company," says Quelch. Number three tobacco company Lorillard was the first...
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