2 options
Uptown cigarette / Robin Derry, Sachin Waikar.
- Format:
- Book
- Author/Creator:
- Derry, Robin, author.
- Waikar, Sachin, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- R.J. Reynolds Industries.
- Johnston, Jim.
- Tobacco industry--United States--Marketing--Case studies.
- Tobacco industry.
- Market segmentation.
- New products.
- United States.
- Marketing.
- New products--Case studies.
- Market segmentation--United States--Case studies.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London : SAGE Publications Ltd, 2017.
- System Details:
- text file
- Summary:
- After several years of losing market share to competitors, former industry giant RJ Reynolds (RJR) decides to regain strength through new brands targeting demographic segments that still show significant growth potential. As RJR prepares to launch a cigarette designed and marketed explicitly to black consumers, several community health groups join forces to protest it. When Health and Human Services Director Louis Sullivan asks RJR Chief Executive Officer Jim Johnston to withdraw the brand from the market, RJR needs to formulate an appropriate and socially acceptable response.
- Notes:
- Originally published: Derry, R., & Waiker, S. (2013). Uptown cigarette. 5-206-254. Evanston, IL: Kellogg School of Management, Northwestern University.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781473993488
- OCLC:
- 1017716388
- Access Restriction:
- Restricted for use by site license.
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