A case for conversation: Sparking debate about the value proposition of PMI´s transformation
(WorldNews Environment)

When Professor Vanina Farber from the International Institute for Management Development (IMD) first had the idea to write a case study about Philip Morris International (PMI), the company`s Unsmoke mantra caught her attention. It reads: If you don`t smoke, don`t start. If you smoke, quit. If you don`t quit, change. Reflecting on the PMI mantra, Professor Farber recollects `I thought: OK, they`re recognizing that you should not smoke. They`re not hiding that part: if you smoke, you should quit. And then if you don`t quit, they propose alternatives.` Her immediate reaction was to distrust the message. But after further consideration, she thought it was very provocative for PMI to put that at...