Case Detail

Case Summary

Stumbling Giant: R. J. Reynolds in the 1980s

Case Number: 5-206-253, Year Published: 2006

HBS Number: KEL184

Request PreviewBuy

Authors: Robbin Derry; Sachin Waikar

Key Concepts

Government Regulation, Health Labeling, Product Safety, LBO Debt, Corporate Governance, Corporate Succession


This overview of R. J. Reynolds in the 1980s reviews the company's competitive position within the tobacco industry and describes the problems it faced in governance, leadership, and product development. This note serves as an introduction for two cases: The Uptown Cigarette (A1, A2, and B) and R. J. Reynolds's Dakota Cigarette (A1, A2, and B). For both of those cases, this case is best used as a preliminary reading distributed to the entire class prior to the other case components.

Number of Pages: 6

Extended Case Information

Teaching Areas: Management, Marketing, Strategy, Non Profit

Geographic: United States

Industry: Tobacco

Organization Name: R.J. Reynolds

Organization Size: Large

Year of Case: 1990