The Devil's playbook : big tabacco, juul, and the addition of a new generation
(Book)

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Published
New York : Crown, [2021].
Format
Book
Edition
First edition.
ISBN
9780593237984, 0593237986
Physical Desc
xxv, 465 pages ; 25 cm
Status

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LocationCall NumberStatus
Goleta Valley Library - Adult Non-Fiction - New338.7679 ETTEROn Shelf

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Published
New York : Crown, [2021].
Edition
First edition.
Language
English
ISBN
9780593237984, 0593237986
UPC
40030621795

Notes

Bibliography
Includes bibliographical references (pages 411-452) and index.
Description
"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 industry's DNA into their invention's science and marketing. 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. Etter shows how Philip Morris's struggle to innovate left Willard desperate to acquire Juul, even as his own team sounded alarms about the startup's reliance on underage customers. And she shows how Juul's executives negotiated a lavish deal that let them pocket the lion's share of Philip Morris's $12.8 billion investment while government regulators and furious parents mounted a campaign to hold the company's feet to the fire. The Devil's Playbook is the inside story of how Juul's embodiment of Silicon Valley's "move fast and break things" ethos wrought havoc on American health, and how a beleaguered tobacco company was seduced by the promise of a new generationof addicted customers. With both companies' eyes on the financial prize, neither anticipated the sudden outbreak of vaping-linked deaths that would terrorize a nation, crater Juul's value, end Willard's career, and show the costs in human life of the rush to riches-while Juul's founders, investors, and employees walked away with a windfall"--,Provided by publisher.

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Citations

APA Citation, 7th Edition (style guide)

Etter, L. (2021). The Devil's playbook: big tabacco, juul, and the addition of a new generation (First edition.). Crown.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Etter, Lauren. 2021. The Devil's Playbook: Big Tabacco, Juul, and the Addition of a New Generation. Crown.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Etter, Lauren. The Devil's Playbook: Big Tabacco, Juul, and the Addition of a New Generation Crown, 2021.

MLA Citation, 9th Edition (style guide)

Etter, Lauren. The Devil's Playbook: Big Tabacco, Juul, and the Addition of a New Generation First edition., Crown, 2021.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.