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Abstract

In the 1990s, anti-smoking campaigners and health experts accused the tobacco companies of entailing in aggressive marketing practices to promote their ''deadly'' and ''addictive'' products, misleading the public about the effects of smoking and unethically targeting the teens and the youth. Philip Morris, the market leader in the tobacco industry, was one of the prime targets of the lawsuits filed against the cigarette manufacturers. The lawsuits had a negative effect on the corporate image of the company. Amid the anti-smoking campaigns and lawsuits, Philip Morris took up initiatives to transform itself as a socially responsible company. While the company claimed that its initiatives were a part of social responsibility tasks, experts opined that the company''s efforts were designed to generate much-needed positive publicity for the company. The case study highlights the initiatives taken by Philip Morris to reposition itself as a socially responsible company. The case also offers scope for discussion on whether the initiatives taken by the company are a part of social responsibility or a public relations campaign. This case presents the different lawsuits filed against the major tobacco companies and its effects on the tobacco industry.
Location:
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Other setting(s):
2005

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Abstract

In the 1990s, anti-smoking campaigners and health experts accused the tobacco companies of entailing in aggressive marketing practices to promote their ''deadly'' and ''addictive'' products, misleading the public about the effects of smoking and unethically targeting the teens and the youth. Philip Morris, the market leader in the tobacco industry, was one of the prime targets of the lawsuits filed against the cigarette manufacturers. The lawsuits had a negative effect on the corporate image of the company. Amid the anti-smoking campaigns and lawsuits, Philip Morris took up initiatives to transform itself as a socially responsible company. While the company claimed that its initiatives were a part of social responsibility tasks, experts opined that the company''s efforts were designed to generate much-needed positive publicity for the company. The case study highlights the initiatives taken by Philip Morris to reposition itself as a socially responsible company. The case also offers scope for discussion on whether the initiatives taken by the company are a part of social responsibility or a public relations campaign. This case presents the different lawsuits filed against the major tobacco companies and its effects on the tobacco industry.

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Location:
Industry:
Other setting(s):
2005

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