Publications
Publications
- November 2014
- HBS Case Collection
Marketing Marijuana in Colorado
By: John A. Quelch
Abstract
The case, set in the middle of 2014, reviews the first six months of marketplace activity in Colorado, following the legalization of marijuana for recreational use and the expansion of marijuana retailing from medical dispensaries to recreational stores. The case permits an assessment of marijuana regulatory initiatives, at both the state and federal levels, and invites an appraisal of the current and prospective evolution of the marijuana market, in Colorado and nationally.
Keywords
Marketing Innovations; Retail Government Services; Public Health; Agribusiness; Customers; Goods and Commodities; Government and Politics; Health; Marketing; Society; Consumer Products Industry; Distribution Industry; Health Industry; Public Administration Industry; North and Central America
Citation
Quelch, John A. "Marketing Marijuana in Colorado." Harvard Business School Teaching Note 515-048, November 2014.