When Philip Morris USA (PMUSA), President and Chief Executive Officer Michael Symanczyk took office in 1997, he began to re-imagine how to take his company forward in the midst of public outrage over the negative health consequences of smoking, especially among youth . The case examines the social and economic history of tobacco and smoking in the United States and provides the context surrounding the crisis of the Agreement Master Settlement (MSA) between the four major tobacco companies, including PMUSA, and 46 states. The case concludes with Symanczyk contemplating how it will develop a new mission, values and strategy of the company statement. "Hide
by Elizabeth A. Powell, Brooke Correll Source: Darden School of Business 12 pages. Publication Date: March 25, 2010. Prod. #: UV4314-PDF-ENG
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