Case Study Analysis and Solutions

Case ID: 514059

Abstract:
Case Solution & Analysis for E-Cigarettes: Marketing Versus Public Health by John A. Quelch, Margaret Rodriguez
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:
Barriers to entry, Barriers to exit, Cause marketing, Conflicts of interest, Health, Health care, Innovation, Insurance, Market entry, Marketing, Safety, E-Cigarettes Marketing Versus Public Health Case Solution

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