Seminar paper from the year 2013 in the subject Business economics - Miscellaneous, grade: 1,7, Zeppelin University Friedrichshafen, course: Master Seminar Strategic Change Management, language: English, abstract: This essay will take a look at the tobacco consumption in the frame of the megatrend healthstyle' and especially California's Project 99 Model', which has the potential of being a trendsetter for other regions trying to fight the high rate of smokers. The paper should be seen as a continuative thinking to the topic of general changes in tobacco industry.
