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- Faculty Publications (5)
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- All HBS Web (10)
- Faculty Publications (5)
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- November 2018 (Revised January 2022)
- Case
JUUL and the Vaping Revolution
By: Michael W. Toffel, John Masko and Sarah Mehta
In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Digital Marketing; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco; California
Toffel, Michael W., John Masko, and Sarah Mehta. "JUUL and the Vaping Revolution." Harvard Business School Case 619-006, November 2018. (Revised January 2022.)
- 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
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.)
- 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
- May 2019
- Teaching Note
JUUL and the Vaping Revolution
By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
Teaching Note for HBS No. 619-006. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; 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; Information Technology; Technology Industry; San Francisco
- 16 Jul 2019
- Cold Call Podcast
Juul's Mission: Convince 1 Billion Smokers to Switch Habits
- 16 Jul 2019
- News
JUUL: Leading the Vaping Revolution
- 15 Nov 2020
- News
Podcasts Engage New Audiences with HBS
Gifts to the HBS Fund support a wide range of people and programs like this. Professor Mike Toffel lays out the scenario: JUUL is the e-cigarette market leader—its revenue grew from $200 million to $1 billion between 2017 and 2018. But... View Details
- 07 Oct 2019
- Sharpening Your Skills
How Companies Can Make Up with (Very) Unhappy Customers
Switch Habits Juul vaping products have become a cigarette alternative for adult smokers and a growing concern among parents of teens. What the company did initially to head off concerns. Cost-cutting Leads to Turbulence in the Airline... View Details
- 05 Mar 2019
- First Look
New Research and Ideas, March 5, 2019
case:https://cb.hbsp.harvard.edu/cbmp/product/219037-PDF-ENG Harvard Business School Case 619-006 JUUL and the Vaping Revolution In the summer of 2018, San Francisco–based electronic cigarette (e-cigarette) maker View Details
Keywords: Dina Gerdeman
- 1995
- Chapter
An Exploration of Common Ground: Integrating Evolutionary and Strategic Theories of the Firm
By: C. A. Montgomery, N. Juul Foss and C. Knudsen
Montgomery, C. A., N. Juul Foss, and C. Knudsen. "An Exploration of Common Ground: Integrating Evolutionary and Strategic Theories of the Firm." In Resource-Based and Evolutionary Theories of the Firm: Towards a Synthesis, edited by C. A. Montgomery, 1–17. Norwell, MA: Kluwer Academic Publishers, 1995.