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  • November 2013 (Revised June 2014)
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E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez
  • Format:Print
  • | Language:English
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Abstract

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 that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers argued that current smokers, not teens were the target market, but laws regulating e-cigarettes were far less stringent than those governing tobacco products.

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

Citation

Quelch, John A., and Margaret L. Rodriguez. "E-Cigarettes: Marketing Versus Public Health." Harvard Business School Case 514-059, November 2013. (Revised June 2014.)
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About The Author

John A. Quelch

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Related Work

    • March 2014
    • Faculty Research

    E-Cigarettes: Marketing Versus Public Health

    By: John A. Quelch
    • November 2013 (Revised June 2014)
    • Faculty Research

    E-Cigarettes: Marketing Versus Public Health

    By: John A. Quelch and Margaret L. Rodriguez
Related Work
  • E-Cigarettes: Marketing Versus Public Health By: John A. Quelch
  • E-Cigarettes: Marketing Versus Public Health By: John A. Quelch and Margaret L. Rodriguez
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