Browsing by Author "Coutinho, Maria Domingas Corrêa Guedes de Azevedo"
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- Tabaqueira a Philip Morris international affiliate : the smoking behaviour : IQOS a new era?Publication . Coutinho, Maria Domingas Corrêa Guedes de Azevedo; Celeste, Pedro Manuel Amador RodriguesOver the years, consumption habits have suffered some changes. The consumer has more access to information and, consequently, is more demanding when selecting goods and services. Moreover, and regarding, smoking habits, there is also a greater awareness of the harmful effects of tobacco and, so the attempts to quit this addiction are increasing. Faced with this reality, companies in the tobacco industry felt the need to keep up with trends and transform their strategies, which is the case of Tabaqueira. Tabaqueira, an affiliate of Philip Morris International, is a Portuguese firm, which has been in the market since 1927 and is responsible for the production and commerce of international tobacco brands. This company has invested in products with reduced risk and, in 2015, launched, in Portugal, IQOS, an electronic innovative device that is potentially less harmful than ordinary cigarettes since it has no combustion. With this thesis, I will try to understand what is the perception and acceptance of IQOS in the Portuguese market. Therefore, I will analyse the changes in smoking habits and examine the main reasons that led to the introduction of IQOS. Finally, I will explore the sustainability of Tabaqueira’s strategy.