Publications
Publications
  • November 2022 (Revised March 2023)
  • Supplement
  • HBS Case Collection

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
  • Format:Print
  • | Language:English
  • | Pages:8
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Abstract

This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette.

Keywords

Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; 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 Industry; California

Citation

Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School Supplement 623-011, November 2022. (Revised March 2023.)

About The Author

Michael W. Toffel

Technology and Operations Management
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