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Abstract
This case covers the development of ''low-harm'' cigarettes by Vector Tobacco, the current descendant of long-time industry firm Liggett. Industry outsider and financier Bennett LeBow acquired the company in 1986 and had early success with cut rate discount cigarette product lines. By 2000, he had significantly stepped outside the industry mainstream by co-operating with the government and developing a revolutionary, genetically modified tobacco plant to eliminate nicotine. Liggett also had the rights to a filter process that significantly reduced the carcinogens inhaled during smoking without altering taste or the ''smoking experience''. By combining both technologies, Vector could market products that were less addictive and less harmful in the long term. These products would be absolutely unique in the market, and seemingly tailored to the social changes overwhelming the industry. Vector Omni takes place in 2001, when the first products are about to hit the market. Fundamental questions exist around staunch opposition by a powerful industry, how the product will be marketed and positioned, and what acceptance the product would have with both consumers and regulators.
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Abstract
This case covers the development of ''low-harm'' cigarettes by Vector Tobacco, the current descendant of long-time industry firm Liggett. Industry outsider and financier Bennett LeBow acquired the company in 1986 and had early success with cut rate discount cigarette product lines. By 2000, he had significantly stepped outside the industry mainstream by co-operating with the government and developing a revolutionary, genetically modified tobacco plant to eliminate nicotine. Liggett also had the rights to a filter process that significantly reduced the carcinogens inhaled during smoking without altering taste or the ''smoking experience''. By combining both technologies, Vector could market products that were less addictive and less harmful in the long term. These products would be absolutely unique in the market, and seemingly tailored to the social changes overwhelming the industry. Vector Omni takes place in 2001, when the first products are about to hit the market. Fundamental questions exist around staunch opposition by a powerful industry, how the product will be marketed and positioned, and what acceptance the product would have with both consumers and regulators.
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