Tobacco companies CSR strategy. The current harm reduction strategy to reverse a declining market. / Baptiste HARANT / 2021

Titre : Tobacco companies CSR strategy. The current harm reduction strategy to reverse a declining market. Type de document : Mémoire Auteurs : Baptiste HARANT, Auteur Année de publication : 2021 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management TABAC SECTEUR ; MARKETING STRATEGIQUE Entreprise CSR Résumé : This study aims at establishing the reasons of the commitment in corporate social responsibility (CSR) of controversial companies , here the tobacco industry with essentially Philip Morris International, leader of the sector. Harm reduction has become a key component of the CSR strategy. The analysis covers especially the period since 2015 where PMI launched its new so-called “reduced risk products”: “I Quit On Smoking” (IQOS). The objective of this research is to identify to which extent Harm Reduction, included in the CSR policy, plays a key part in the comprehensive strategy of this tobacco manufacturer. Results suggest that tobacco industry’s CSR policy has two major components. On the one hand, it is dedicated to ensure short-term profitability with a trend of decrease in traditional cigarettes’ sales. On the other hand, it aims at recovering legitimacy and therefore weakening current regulation on tobacco products, thanks to harm reduction pledges. The quantitative analysis tends to show that since the new harm reduction strategy has been launched, CSR expenses are still profitable, but less than previously. Furthermore, a desk research on the French market illustrates that the communication on IQOS for Philip Morris International now accounts for almost 100% of its total communication in professional newspapers. The research results tend to indicate that the short-term profitability of PMI is guaranteed thanks to the success of IQOS products. However, it is too soon to conclude if the long-term regulation on tobacco products is jeopardized. A similar evaluation should be carried out in the following years. Programme : MSc Corporate Finance Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538592