個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
E-Cigarettes: The Wild, Wild West
內容大綱
In 2014, tobacco giant Reynolds American Inc. (RAI) had to confront the rapidly evolving global tobacco industry landscape. E-cigarettes, once considered a fad, were becoming increasingly popular. Facing uncharted territory, tobacco companies were uncertain about how to most successfully enter this market and how to do so rapidly.