Deep Dives

What To Do When Your Strategy Goes Up In Smoke

Philip Morris International (PMI), best known for Marlboro brand cigarettes, isn’t just grappling with digital transformation. The 173- year-old tobacco company, which has revenues of $80 billion, over 75,000 employees and a presence in 180+ countries, is phasing out cigarettes, a decision that requires a reinvention of everything, from the way the company does business to the way it thinks.PMI is four and a half years into the process of changing its culture. The lessons it is learning could help other companies who are transforming their businesses to deal with this year’s Great Reset.

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About the author

Jennifer L. Schenker

Jennifer L. Schenker, an award-winning journalist, has been covering the global tech industry from Europe since 1985, working full-time, at various points in her career for the Wall Street Journal Europe, Time Magazine, International Herald Tribune, Red Herring and BusinessWeek. She is currently the editor-in-chief of The Innovator, an English-language global publication about the digital transformation of business. Jennifer was voted one of the 50 most inspiring women in technology in Europe in 2015 and 2016 and was named by Forbes Magazine in 2018 as one of the 30 women leaders disrupting tech in France. She has been a World Economic Forum Tech Pioneers judge for 20 years. She lives in Paris and has dual U.S. and French citizenship.