Over the past couple of years, electronic cigarettes have triggered a quiet revolution in the world of nicotine. For hundreds of years, nicotine consumption meant tobacco combustion – and for more than a century, cigarettes have been the dominant form of nicotine delivery device. Over the past decade and a half, nicotine patches and gum have been widely available, and there is even a drug, Varenicline – sold in the US under the brand name Chantix – to help smokers kick the habit. But almost a sixth of the U.S. population still smokes – in part because none of the alternatives mimics the usage pattern and satisfaction smokers derive from their habit. That’s where the electronic cigarette comes in. I recently spoke with Andrew Beaver, Chief Marketing Officer of NJOY, an e-cigarette brand on a mission.
Marc E. Babej: Where did the electronic cigarette come from?
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