Up in Smoke: The Sordid World of the African Cigarette Market

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Abstract

This case is inspired by trends emerging in the marketing and distribution of cigarettes to African nations. The primary subject matter of this study involves the operation of a multinational cigarette company trying to increase market share in a relatively new and previously unregulated market. This case study describes several hypothetical dilemmas, both overt and subtle, that our fictitious employee Matt Leander, the international marketing director of the multinational cigarette corporation, Sigara, Inc., must navigate. Matt is charged with increasing Sigara’s market share and sales. He must complete this assignment and balance several ethically and legally questionable directives from his direct supervisor. Further, he must consider the fierce competition from other multinational cigarette organizations. Matt must balance the delicate equilibrium of law and ethics interests as he navigates this process.

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