Case Number: 5-304-510, Year Published: 2006
HBS Number: KEL062
Business and Society, Nonmarket Strategy, Regulation, Health, Public Policy, Crisis Management
The case describes the history of the tobacco industry and its emergence as an extremely effective marketer and non-market strategist. After years of success, both publicly and politically, the leaders of the tobacco industry are faced with mounting political pressure and the financial threat of litigation from class-action lawsuits. The leaders face an industry-wide strategic decision of whether to acquiesce to government demands in exchange for immunity, focus on judicial success, or develop a new course of action.
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