Case | HBS Case Collection | September 2014 (Revised November 2014)

Marketing Marijuana in Colorado

by John A. Quelch and David Lane

Abstract

Colorado's 2014 legalization of marijuana for adult recreational (not just medical) use created a new market that entrepreneurs rushed to enter, channeled by regulations that aimed to minimize marijuana's access to minors while not stifling the emergent new industry. The case describes Colorado's initial experience with marijuana legalization and asks students to assess the resulting business opportunities, regulatory efficacy, and public health implications.

Keywords: public health; regulation; entrepreneurship; marijuana; United States;

Citation:

Quelch, John A., and David Lane. "Marketing Marijuana in Colorado." Harvard Business School Case 515-009, September 2014. (Revised November 2014.)