... in a course or module about nonmarket strategy. Was it appropriate for RJR or the tobacco industry to target groups of consumers that had higher rates of smoking? Does the answer change when the targeted segment is a racial minority group? How well did RJR understand the target market for Uptown...

... in their business environment. After analyzing the case, students should be able to: Understand and map out the various interests at work in shaping a regulation Develop a nonmarket strategy for a company facing a potential regulatory change Predict the likely outcome of a proposed regulation After analyzing...

... to form a coalition that would execute nonmarket strategies to combat government regulation and civil action for the next forty years. Ask students how the tobacco companies were able to work in concert for such a long period of time. This unique industry-wide cooperation in the political, judicial...