Publications
Publications
- March 2014
- HBS Case Collection
E-Cigarettes: Marketing Versus Public Health
By: John A. Quelch
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.
Citation
Quelch, John A. "E-Cigarettes: Marketing Versus Public Health." Harvard Business School Teaching Note 514-108, March 2014.