Stumbling Giant: R. J. Reynolds in the 1980s

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

To understand the market position of R. J. Reynolds in 1990 and recognize the challenges facing the company in light of its recent history.

Keywords

Citation

Derry, R. and Waikar, S. (2017), "Stumbling Giant: R. J. Reynolds in the 1980s", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000322

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Kellogg School of Management

Copyright © 2006, The Kellogg School of Management at Northwestern University

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