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

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


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



Derry, R. and Waikar, S. (2017), "Stumbling Giant: R. J. Reynolds in the 1980s", Kellogg School of Management Cases.

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