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JUUL: An Addictive, Compulsive Product or a Path away from Tobacco?
Shannon Cleary, Charlotte Zhou and James S. O’Rourke
University of Notre Dame, USA
Volume 14: 2021, pp. 13-26; ABSTRACT
With the impact of JUUL Labs products on youth smoking habits, health, and culture, the issue of how the company should act grows more serious. Managers and leadership are addressed with the question of how to move forward with their marketing strategy and the epidemic of youth electronic cigarette usage. Concerned parents face the crisis of supporting their children through recovery from addiction, and the United States Food and Drug Administration continues to question whether additional regulations should be drafted to control electronic cigarette products. The case focuses on the company's values and their alignment with the actual use of the produced product, and effective strategies that management and leaders can implement in reaction to controversy in order to improve their image.
