After several years of losing market share to competitors, the former industrial giant RJ Reynolds (RJR) decides to recuperate from new brands targeting demographic segments that still show significant growth potential. How to launch RJR cigarettes designed and marketed explicitly black consumers, several groups of health community together to protest it. When Health and Human Services Director Louis Sullivan asks RJR CEO Jim Johnston bring the brand to the market, RJR should develop appropriate and socially acceptable answer. "Hide
by Robbin Derry, Sachin Waikar Source: Kellogg School of management 5 pages. Publication Date: January 1, 2006. Prod. #: KEL221-PDF-ENG
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