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From a very small community and very few devices to choose from, now the industry has evolved into a $2 billion worth global movement that attracts new fans every day and offers a healthier alternative to traditional smoking

39) Sparkman, Philip S

These firms also benefit from robust infrastructure, including state-of-the-art manufacturing facilities and extensive distribution channels, which ensure product consistency and broad market reach

PMI is attempting to address these concerns by spending hundreds of millions of dollars on research in its own facilities and academic labs around the world, testing the physical reaction of smokers to the new products as well as the behavioral responses of non-smokers to advertising and promotion