TY  - JOUR
AB  - While R. J. Reynolds prepares to launch a new cigarette designed to recapture a portion of the 18- to 24-year-old female market from Philip Morris's rival Marlboro, a small health advocacy group receives an anonymous package exposing the marketing plans for the new brand. Poses the tactical strategies of the public health advocates against the defensive strategies of RJR as each group pursues its own goals.To evaluate the strategic opportunities of a health advocacy organization; assess the crisis management actions of a corporation marketing controversial products; examine the threats and opportunities created by anonymous whistleblowing; and consider the changing social attitudes about marketing and promotion of harmful products.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000275
UR  - https://doi.org/10.1108/case.kellogg.2016.000275
AU  - Derry Robbin
AU  - Waikar Sachin
PY  - 2017
Y1  - 2017/01/01
TI  - R. J. Reynolds's Dakota Cigarette (B): Designed for Young Women
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 7
Y2  - 2024/04/24
ER  -