e-Cigarette Industry in Crisis: How Can Juul Survive?

Abstract

This short case asks students to discuss the e-cigarette industry’s response following widespread reports of vape-related illnesses and confirmed deaths and the Trump administration’s 2019 appeal to the Food and Drug Administration to ban flavored e-cigarettes. Without an official or nationwide ban, the industry is in a critical moment of tension. Students should brainstorm and discuss what the best next step for e-cigarette companies is, what the overall industry ramifications of a formal ban might be, and what responsibility companies have toward public health.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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