Acquisition has been identified as the key market entry strategy for tobacco giant, as per the latest report by BIS Research on global electronic cigarette market (2014-2024). Similarly, the study identifies new product launch as the key go-to-market strategy for small companies. There are strong indications of tobacco corporations taking over these independent companies in what could be seen as an effort to consolidate the cigarette and e-cigarette market.
As a functionary body of the United Nations, the World Health Organization (WHO) exerts substantial influence in the making of health and medical policies across the globe. In that context, its vehement rejection of electronic cigarettes as “devices [which] pose threats to public health” comes as a surprise. An electronic cigarette (e-cigarette) or electronic nicotine delivery system (ENDS) is a battery operated device which simulates the experience of tobacco smoking without the inhalation of smoke. This device which is being reckoned as an alternative of conventional cigarettes emits vaporized nicotine which is inhaled by the user. The WHO’s outlook could prompt policymakers to ignore the possible health benefits of e-cigarettes in favor of stiffer regulations such as bans on indoor use, marketing, and sales to minors. The Organization has also expressed its fears about the rising concentration of the electronic cigarette market in the hands of the Big Tobacco. It is also alarmed by the rising popularity of these devices amongst teenagers.