JUUL and the Vaping Revolution

Michael W. Toffel; Trevor  Fetter; John   Masko; Sarah  Mehta

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Teaching Note | HBS Case Collection | May 2019

JUUL and the Vaping Revolution

by Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Abstract

Teaching Note for HBS No. 619-006.

Keywords: electronic cigarettes; E-Cigarettes; vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Advertising Campaigns; Online Advertising; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology; Technology Industry; San Francisco;

Language: English

Format: Print

19 pages

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Citation:

Toffel, Michael W., Trevor Fetter, John Masko, and Sarah Mehta. "JUUL and the Vaping Revolution." Harvard Business School Teaching Note 619-068, May 2019.

About the Authors

Michael W. Toffel

Senator John Heinz Professor of Environmental Management

Technology and Operations Management

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Trevor Fetter

Senior Lecturer of Business Administration

General Management

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JUUL and the Vaping Revolution

Abstract

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