Success Case Study: British American Tobacco's Glo - Emerging tobacco innovation escalates competition in Japan
Success Case Study: British American Tobacco's Glo, is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the success of British American Tobacco's tobacco heating system. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
Philip Morris's IQOS was the pioneering tobacco heating system in Japan, and British American Tobacco's Glo is a latecomer. Generally, the first mover in a market has an advantage in consumer uptake. However, Glo has quickly gained Japanese smokers' interest, as it overcomes the weakness of its rival IQOS. It has inspired an escalation in the competition among tobacco innovation in the country.
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