Exploring the positioning of tobacco-free snus as a new category in the disruption of the market
Purpose: To explore the positioning of tobacco-free snus as a new category in the disruption of the market. Theory: Positioning, Disruption, Blue Ocean Strategy, New Category Creation Methodology: This paper uses a qualitative and exploratory research method. Primary data on the positioning of tobacco-free snus as a disruptive new category in the market was gathered through two semi-structured int