JUUL and the Vaping Revolution (B)

Name: JUUL and the Vaping Revolution (B) (English version)
SKU: 623011

Toffel, Michael W.; Mehta, Sarah

Product #:623011

Supplier:Harvard Business Impact

Discipline:General Management

Setting:California;United States, 2022

Details:Supplemental Case (PDF) • 11 pages • 2022-11-22 (Rev: 2026-03-02)

Subjects:

Advertising Branding Business law Corporate social responsibility Information systems Inventions Marketing communications Marketing strategy Social media Sales and marketing Brand management Business law and ethics Corporate governance Technology and analytics Innovation Marketing Web-based technologies Leadership and managing people Management

Geography:

California United States North America

Your Price:

$7.50

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

Learning Objectives

The learning objectives for this case include: Evaluate the responsibilities of a company to market and sell its product that can benefit some customers but harm others. Expose students to the challenges of developing a non-market strategy to respond to regulatory pressures Evaluate the entry strategy a relying on social media, which reduces advertising cost but is less controllable than traditional marketing