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Juul Labs: Guilty by Association?

Mead, Jenny; Wicks, Andrew C.; Botha, Helet; Wang, Yuhan; Pak, Sally

E-0471 | Published February 11, 2021 | 5 pages. Case

Collection: Darden School of Business

The protagonist, the CEO of Juul Labs (Juul), an e-cigarette company founded to help smokers quit cigarettes, is trying to negotiate a merger with Philip Morris International (PMI), the behemoth tobac... Read More