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  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School PowerPoint Supplement 623-012, November 2022. (Revised March 2023.)
  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School Supplement 623-011, November 2022. (Revised March 2023.)
  • 13 May 2014
  • First Look

First Look: May 13

eligible for a discount on the purchase price conditional on their achieving the sales targets set by the franchisor. We show that car dealers (franchisees) who exclusively deal in cars of the brand offered by the franchisor receive... View Details
Keywords: Sean Silverthorne
  • 24 Sep 2021
  • Blog Post

Alumni Spotlight: Career Advice from Alums Working in Climate

corporations and governments alike need to focus on. Consequently, the career opportunities for MBAs are now unlimited- you can shape sustainability strategy at traditional companies and banks, drive products and operations at startups... View Details
  • 12 Apr 2011
  • First Look

First Look: April 12

Business School Case ###-### Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of... View Details
Keywords: Sean Silverthorne
  • November 2008
  • Teaching Note

Crossing Borders: MTC's Journey through Africa (TN)

By: Tarun Khanna
Teaching Note for [708477]. View Details
Keywords: Growth and Development; Monopoly; Strategic Planning; Mergers and Acquisitions; Leadership; Cross-Cultural and Cross-Border Issues; Competition; Developing Countries and Economies; Brands and Branding; Culture; Telecommunications Industry; Kuwait; Africa
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Khanna, Tarun. "Crossing Borders: MTC's Journey through Africa (TN)." Harvard Business School Teaching Note 709-453, November 2008.
  • Web

Video Clips & Discussion Questions - Creating Emerging Markets

how the name of Godrej became a recognizable brand, and the advantages that this has had as the family business expands into new industries. He also discusses his family's strategies for succession and the emphasis placed on... View Details
  • Career Coach

Kristin Brennan

candidates, and moving across the boundaries of strategy consulting or professional services roles v. operating roles with direct line authority. Prior to her current role, Kristin worked in leadership development within the Harvard... View Details
Keywords: Social Enterprise
  • 01 Jun 2015
  • News

Screen Grab

engagement, then you have something that brings the consumer back on a weekly or even daily basis,” says Delph, citing Red Bull and GoPro as two examples of brands that have created direct relationships with consumers. Red Bull, for... View Details
Keywords: Julia Hanna; HBO; Netflix; Hulu; Vimeo; YouTube; Telecommunications; Information; Arts, Entertainment
  • 06 Dec 2017
  • Blog Post

The 23rd Annual Harvard Business School Tech Conference

(Chief Brand Officer, Uber). Both of them shed light on their current responsibilities and what they are doing to turnaround the culture at Uber. The highlight of this session was when Frances and Boz spoke about how they are not just... View Details
Keywords: Technology
  • 01 Dec 2017
  • News

In My Humble Opinion: Truth Teller

ceiling when it comes to the online and home delivery trend. That’s a profit-eroding migration, and it doesn’t mean you can’t find ways to exploit that movement. But the industry overall is walking up a down escalator.” Why Marks & Spencer: “It’s a terrific British... View Details
Keywords: Julia Hanna
  • 01 Sep 2014
  • News

Afghanistan’s Hope and Light

employer (1,100 workers) and biggest taxpayer ($500 million and counting). “If we treated the Afghans with respect, it would create a brand loyalty and empathy they’d never had a chance to experience before,” Khoja says of the company’s... View Details
Keywords: Julia Hanna
  • 01 Sep 2017
  • News

Case Study: Confidence Builder

enrolled in US colleges and universities. The Question: Confi’s online health resource is marketed directly to students, but the go-to-market strategy for its sexual assault prevention program is less clear. How can Confi break into the... View Details
Keywords: April White; Confi; Colleges, Universities, and Professional Schools; Educational Services
  • Web

Print View - Course Catalog

strategy and brand architecture increase the value of a firm’s brands? What's the best way for brands to go global? How are global brands best... View Details
  • 13 Oct 2015
  • Research & Ideas

Does Business Get Done the Same Way in Emerging and Developed Countries?

Administration in the Strategy unit at Harvard Business School. “No one had relationships with the parliamentarians—he built his business in part around this opportunity.” “No one had relationships with the parliamentarians—he built his... View Details
Keywords: by Sean Silverthorne
  • 21 Aug 2017
  • Blog Post

From Germany to HBS

classroom truly becomes a magical place.  While discussing a wide range of topics, from the strategy of Airbus to supply chain ethics in the Bangladeshi garment industry, you draw from each other’s experiences in frequently heated but... View Details
  • 01 Sep 2010
  • News

You’ve Been YouTubed

millions. Taught in the MBA second-year course Digital Marketing Strategy and multiple Executive Education programs, the case depicts a new media era in which increasing numbers of people are spending as much time online as they are in... View Details
Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation
  • April 2009 (Revised May 2010)
  • Case

Urbi and the City Licensee Managers

By: John D. Macomber and Regina Garcia-Cuellar
A leading low income housing builder in Mexico decides which prospective new local partner best extends its advantages in managing twin production lines of homes and clients. URBI has built substantial competitive advantage in the technology and culture that matches... View Details
Keywords: Mortgages; Government and Politics; Housing; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Production; Supply Chain; Organizational Culture; Franchise Ownership; Partners and Partnerships; Competitive Advantage; Real Estate Industry; China; India; Mexico; United States
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Macomber, John D., and Regina Garcia-Cuellar. "Urbi and the City Licensee Managers." Harvard Business School Case 209-144, April 2009. (Revised May 2010.)
  • 07 Apr 2009
  • First Look

First Look: April 7, 2009

This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands. Purchase this note:... View Details
Keywords: Martha Lagace
  • 01 Sep 2008
  • News

Building a Better MBA

For the school that so boldly launched the MBA 100 years ago and went on to become the bluest of blue-chip brands in business education, it seemed only fitting that Harvard Business School should mark its centennial year by examining the... View Details
Keywords: Roger Thompson; Colleges, Universities, and Professional Schools; Educational Services
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