Title:
The devil's playbook : big tobacco, Juul, and the addiction of a new generation / Lauren Etter.
ISBN:
9780593237984
9780593240687
Personal Author:
Edition:
First edition.
Publication Information:
New York : Crown, [2021]
Physical Description:
xxv, 468 pages ; 25 cm
Contents:
Prologue : on the side of the angels -- The quest -- The good guys -- The cigarette maker's dilemma -- On the hunt -- A new mark -- A Juul is born -- A Calgary stampede -- A courtship -- Buzz factor -- The experiments -- Move fast, break laws -- A nicotine compromise -- Project Tree -- Atherton -- Plan A -- San Francisco strikes back -- The Juulionaires -- The takeover -- Panic -- The Bellagio -- A bloodbath -- Veni vidi vici -- Afterword.
Summary:
Big Tobacco meets Silicon Valley in this corporate exposé of what happened when two of the most notorious industries collided--and the vaping epidemic was born. Howard Willard lusted after Juul. As the CEO of tobacco giant Philip Morris's parent company, and a veteran of the industry's long fight to avoid being regulated out of existence, he grew obsessed with a prize he believed could save his company--the e-cigarette, a product with all the addictive upside of the original without the same apparent health risks and bad press. Meanwhile, in Silicon Valley, Adam Bowen and James Monsees began work on a device meant to save lives and destroy Big Tobacco, only to end up baking the cigarette industry's science and marketing into their invention's DNA. Ultimately, Juul's e-cigarette was so effective, so market-dominating, that it put the company on a collision course with Philip Morris and sparked one of the most explosive public health crises in recent memory. In a deeply reported account, award-winning journalist Lauren Etter tells a riveting story of greed and deception in one of the biggest botched deals in business history--Adapted from publisher's information.
OCLC Number:
on1240263603
Availability:
Lakeville - Heritage~1
Burnsville - Burnhaven~1
Eagan - Wescott~1
