How working together can expedite the change we need

During my childhood and adolescence, I used to be the delivery boy for the whole family, thanks to the mini market near our home in Beirut. Dad used to repeatedly ask me to bring some soft drinks, grocery items, and cigarettes. I was a revolutionary child, and buying cigarettes did not conform to this revolutionary ethic of mine. “Get your own cigarettes, dad, and feel free to use the balcony! Didn’t you see the picture of the lungs of smokers in the science book?!” And what do you know, my father always respected my desire and fetched his own smokes—albeit reluctantly. I grew up with the idea of being health oriented, environmentally friendly, joined the Green Club at school, became an advocate of SDGs and an ambassador of UNGC Lebanon network at a later stage. Detesting smoking and loving sustainability grew within me in tandem.

In the year 2015, I had the chance to meet with Jennifer Motles, Director of Social Impact and Sustainably at Philip Morris International. We met as students at Harvard Business School (HBS). Jenny works for a company which is a major contributor to health problems and diseases caused by smoking cigarettes. I always thought of her role and company as a contradiction in terms. What has sustainability to do with tobacco?  I used to be skeptical that this industry could even merit my asking of the question, let alone be considered as a potential problem solver.

Over the years, I have had deep discussions with Jenny on how can a tobacco company (if ever) be considered sustainable, and how (if possible) can the tobacco industry help eradicate smoking. These discussions were triggered by the fact that the number of smokers according to World Health Organization (WHO) is essentially bound to remain unchanged at more than one billion for the foreseeable future. The academic in me has always been curious to know more about this toxic and rejected industry which in turn has resulted in probing deeper insights about the major players and trends in it.

I have learned that although most tobacco companies have innovated and currently sell alternative, less harmful, nicotine containing products, most of them appear to be continuing to base their business strategies on expanding their portfolios and growing cigarette sales with no plan to phase out cigarettes in the near future.

Different is the case of Philip Morris International (PMI), who decided to use technology and innovation to solve the problem of cigarette smoking, choosing to use their own new technologies to replace cigarettes altogether. When I found out they had changed their purpose (in the year 2016) to deliver a smoke-free future with the aim of accelerating the end of cigarettes for the benefit of consumers, the company, and society, my perception started to change. I realized that this awful company could actually serve a valuable purpose. Like in anything, actions speak louder than words, and that is why having the right metrics in place helps prove that this transformation is actually happening.

I am neither a consultant nor an employee of PMI, but reading these Business Transformation Metrics was enough justification to motivate me to co-author an article with Jenny on “How working together can expedite the Change We Need”. I visited Lausanne a few months ago, toured the headquarters of PMI and discovered the new culture which accompanied this strategic transformation and couldn’t hide my great impression with the change that is taking place.

Over the past three years, approximately 7.3 million adult smokers around the world have stopped smoking and switched to PMI’s heated tobacco product, which is currently available for sale in 48 markets in key cities or nationwide under the IQOS brand. PMI developed Business Transformation Metrics, on which the company reports periodically in its Sustainability Report. In 2018, smoke-free products represented more than 5 percent of PMI’s shipment volume and more than 13 percent of its net revenues, but they already represented 60 percent of its global commercial expenditure and 92 percent of its global R&D expenditure.

Yet to this day, the stigma of Big Tobacco remains. As a result, most stakeholders, especially those fiercely anti-tobacco ones, continue to maintain a blanket exclusion and refuse to engage with tobacco companies. Now, if major stakeholders refuse to engage with cigarette companies because they detest cigarettes, does it make sense to refuse to engage with the one company actively working to bring smoking to an end? In my opinion, this is a must. Not all cigarette companies are the same; as long as society doesn’t mind, some will inevitably continue to offer choice, and thus grow their cigarette business. It is our responsibility, as civil society, to give the right signals and recognize the actions we consider worthy.

It might sound counterintuitive to some. After all, I am an advisor of the Lebanese UN Global Compact Network, and PMI got delisted as a member of the UNGC in 2017. Yet it is my personal view that cigarette companies are not all the same, much like oil companies, or soft drink companies, etc. Some will read this with skepticism. I realize that, and respect their position. But it is my belief that the transformational endeavors undertaken by PMI will put pressure on other tobacco companies to be more proactive and ultimately help lead the way to accelerate change, the right kind of change, ridding the world of cigarettes the sooner.

For me the golden formula would be inclusion = engagement = collaboration which is the essence of SDG17 and indispensable to achieving the other 16 SDGs, and their 169 targets. The nature of the tobacco industry, even with its well-deserved bad reputation, does not mean that we should leave it behind in our collective efforts and make this world a better one. Everybody’s effort is needed, especially if they are genuinely aligned with what we want to achieve.


About the Global Goals Yearbook:
The Global Goals Yearbook is a publication in support of the SDGs and the advancement of corporate sustainability globally. It offers proactive and in-depth information on key sustainability issues and promotes unique and comprehensive knowledge-exchange and learning in the spirit of the SDGs and the Ten Principles of the UN Global Compact. The Global Goals Yearbook helps to advance corporate transparency, promotes the sharing of good business practices, and, perhaps most significantly, gives a strong voice to the regional and global stakeholders that are at the heart of the sustainability agenda.

Global Goals Yearbook 2019
Münster 2019: macondo publishing GmbH, 172 pages
ISBN: 978-3-946284-07-9
Sales Price: 25,00 EUR
https://globalgoals-yearbook.org

This article represents the views of the authors and not necessarily the organizations where they work.

Posted in CSR

72 thoughts

  1. It’s simultaneously a surprising and interesting change! While such a strategic transformation presents several challenges and threats for PMI, it will definitely set a new benchmark if it succeed.

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      1. I really enjoyed reading this article and i do believe the PMI will make a difference in the tobacco business and also put pressure on tobacco companies. I enjoyed your arguments and the interesting ideas!

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      2. I truly adored this article, the thoughts are remarkable and significant and that pulled in me to peruse all the article and appreciate understanding more. presenting your own life gave a significance for the article, and all the data composed obliged to keep perusing all the section, hope you keep up with the great work, and I am glad to have known and interacted with a person like you. Keep up the good work!

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  2. The article was very interesting. The introduction was meaningful since you mentioned your personal experience making it even more meaningful to readers. It was easy to read and easy on the eyes. Kept me wanting to read more after every paragraph. This is a great portrayal of all aspects of the tobacco industry. Your writing shows your passion for sustainability projects. Great appreciation for you and your efforts. Keep it up.

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  3. Very interesting and wonderful article. I really loved all the meaningful and unique ideas in your article that made me want to read more and more as I go on. You really inspire people to have the passion to achieve these goals. So lucky to have someone like you doing all this amazing job !!

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  4. I really loved this article, the ideas are unique and important and that attracted me to read all the article and enjoy reading more. introducing your personal life gave a meaning for the article, and all the information written obliged to continue reading all the paragraph, keep up with all the good work, and honored to have someone like you doing this amazing job.

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  5. Really enjoyed the article and the ideas are very interesting and well discussed. Introducing your personal experience engaged me a lot in the article. Your efforts are much appreciated. Keep up the good work!

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  6. It is a good feeling to actually see a person like yourself change his professional opinion about the tobacco industry in general. I am a smoker myself and this has been an issue for me, from its smell , social life and endurance ( running, sports etc…)
    I have switched to IQOS and to be honest it made a huge difference no more tobacco smell , better breathing..
    But do you think that a new product like this doesn’t have future side effects ? I mean that for normal cigarettes we know what are the side effects since they have been smoked for more than a 100 years.
    But even though Iqos is a more sustainable alternative for now how can we know its future effects on health?
    I really enjoyed reading this article , very interesting way on how it was presented starting from your own experience, keep up the good work Dr!!

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  7. This article was very interesting, helpful, and informative. The fact that you shared your personal experience makes it even more credible. Thank you, I had fun reading this!!

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  8. I enjoyed reading every single part of this article. it changes our perspective towards things and allows us to perceive things from a different point of view. The phrase “actions speak louder than words” reminds us of how to look at things and how to make decisions based on analyzing what we see as actions and not as words. This is very important nowadays as we live in a globalized world and we see things hidden behind commercials. Yet, diving deep into the truth and getting results will have the best results. Sharing your personal experience and relating points and ideas showed how one person can be a part of a whole even if it was a small part! However, this article will work as spreading awareness concerning smoking industries sustainability. Thus, “working together can expedite the change we need”.

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  9. Cooperation and partnership in production and merging goals may have positive consequences for the benefit of society and individuals, but the profit-seeking goal behind every work cannot be overlooked, and we have discovered many secrets and facts behind some products whose production companies raised buzzing slogans that touch the emotions of people. It is also necessary to know that companies themselves are the ones who produce the product and burn it with another product after a while, to activate their economy, this does not necessarily mean negative ambitions and goals, but it is one of the policies followed in the economic world, whatever the nature of the institution and its interests in charitable, environmental or humanitarian work.
    Also, some of these companies prefer to work in the umbrella of partnership over competitive work and economic warfare between them under the slogan of who cares more about the consumer, the environment and the best product quality. In my opinion, even these companies that manufacture alternative cigarettes may face in the future counter campaigns supported by medical studies and tests that clarify the effect of the electrical charges emitted from these cigarettes to the human body and specifically to the most dangerous area of ​​his body, which is the head. Thus, we remain in the circle of competitions and partnerships regardless of the returns to the consumer and his health or the health of the environment in general.
    Super interesting article..

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  10. This catchy title has completely pulled in me to peruse. I was delighted reading each and every piece of this article and your own experience that might be the reason for the consciousness to numerous individuals in our threatened world. Cigarette smoking is the most risky type of tobacco use, so your choice of being a part of this issue and share it with people here is entirely valuable from a environment lover.
    The PMI’s plans and activities truly demonstrated the significance of “actions speak louder than words” since they converted their cigarette company to an environment friendly company utilizing advanced innovation; their smoke-free tobacco products and devices are able to control temperatures so they discharge nicotine and flavors however don’t prompt burning with the goal that the formation of harmful chemicals will be decreased.
    Planning for a smoke-free future ought to be an objective in each individual’s list of objectives aiming for a better future in a healthy world, so that we can expedite the change we need.

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  11. The article “How working together can expedite the change we need” is wonderful and exciting
    especially when you introduced your life experience which made it so exciting and more worthy to be
    believed since it is a personal experience. It is a great example on strategic planning because PMI made a
    strategic plan which took future into consideration; i.e. reducing the number of smokers in the future.
    This plan was how to use technology and innovation to reduce the number of smokers all around the
    world to deliver a smoke free future. PMI invented heated tobacco product which is sold in markets all
    over the world. This invention decreased the number of smokers a lot which is the goal that was reached
    by PMI in a certain number of years due to a good strategic plan. It is so important not to generalize that
    cigarette companies are all the same because some of them really care for the society and its health.

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  12. The article “How working together can expedite the change we need” is an impressive article. Starting the article with a part of your life you experienced, showed how you built this thinking into a real goal you worked for. Growing up with the idea of being health-oriented and environmentally friendly is a must nowadays, especially in Lebanese society. Kids and teenagers start smoking in Lebanese society at an early age, starting maybe from thirteen years. This social phenomenon must be confronted by awareness campaigns. Your cooperation and partnership with PMI, who decided to use technology and innovation to solve the problem of cigarette smoking, helped approximately 7.3 million adult smokers around the world to stop smoking and switch to PMI’s heated tobacco product. That was a great result to reach and hope the number will increase in the coming years. We all must be firm regarding smoking and plan for a smoke-free future.

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  13. Change can’t occur without the commitment of all pertinent partners cooperating to accomplish a typical reason. I found this article very interesting and helpful with a lot of insight that I haven’t especially come across before. Go ahead and best of luck Dr. Hasan.

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  14. the article is enjoyable especially when you started in a part from your life experience, it’s good that you have your own perspective toward an issue as you defend it till the end, you article reminded me about something i’ve heard few years ago that i will mention here, it’s about someone who was addicted to smoking when he said one day: i’m not addicted to smoking, i stop it whenever i want and i return back to it whenever i want. what this person don’t really know that returning back to it is the addiction that he can’t stop it forever.

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  15. Every part of this article was beneficiary and helpful. It shifts our view of life and makes it possible for us to interpret things from a different dimension. Sharing your experience and points show that though it was a small part, but it makes a difference. The most deleterious method of tobacco use is cigarette smoking, so your choice to be part of this epidemic and share it with people here is totally useful from an environment lover. The strategies and operations of the PMI really revealed the importance of “actions speak louder than words” when they turned their tobacco business into an environmentally sustainable company using advanced creativity. The aim of such industries like “PMI” is to monitor temperatures so that nicotine and flavors are released, but I believe such electronic cigarettes may have some side effects that we still know nothing about. We all wish to have a future with less pollution and disease as a consequence and we hope to achieve such objective in the near future.

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  16. The article is very interesting and attractive especially by adding your personal experience. There is no doubt that smoking is harmful or that nicotine is addictive. What matters is what the we are inhaling and this is the solution made by PMI which shows their strategic plan. After reading the article above, I made a research to fully realize the plan for PMI. They mentioned that the company is in transformation towards a smoke-free future, they used technology and innovation to reduce the number of smokers all around the world and at the same point, they introduced a new business model. They took in mind that the one who is affected from smoking might be your neighbor, friend, or family member. This shows a human centered strategy which is fully appreciated.

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  17. I’ve always believed that such children grow up to be important people in our society! As grownups, we get busy and focused on our everyday responsibilities forgetting the little details that really matter and contribute to our health as well as the health of the people around us. The voices of these children act like a “wake up call” that allows us to stop and re-think our actions.
    As for PMI, it’s right that they have shown a notable effort towards bringing good change to the world. Yes, their new product has brought a free-smoke alternative for many addictive smokers. However, these individuals are still at-risk inhaling nicotine substances. We don’t want solutions that bring individuals’ satisfaction and environmental care only, but also a solution that puts people’s health and safety at its heart.

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  18. I enjoyed reading this article because you talked about your own experience, and you helped us see new and understand new things. You grew up with the idea of being healthy and you tried to achieve your goal “reducing the number of smoker in the future” and this will help inform people and spread awareness. Philip Morris International (PM) decided to use technology and innovation for decreasing the number of people who smoke and to replace cigarettes, and the result was really great! It’s a very interesting article !

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  19. In The Theaters of CSR article, you discussed how Corporate Social Responsibility(CSR) represents an essential role in any organization’s strategic plan, such as PMI artifice; in this article (How working together can expedite the change we need art), you were able to demonstrate how PMI turn their deadly product to be more healthy and environment friendly. However, as I mentioned in my comment in the previous article, it will need more time and supplies, but it may reach its mission objectives because there is an advance. Finally, the new outputs may have some limitations, but it is still more trustworthy than the previous results, and this is enough to appreciate how their strategic plan is responsible and propitious for the targeted society.

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  20. Briefly, the introduction of the article is attractive a lot, especially that humans naturally have the curiosity to know others’ real life examples to benefit from them in daily life and even in work field. It was good to know that some tobacco companies are using less harmful nicotine products although they didn’t work on phasing out the cigarettes. It added information about Philip Morris International (PMI) and their aim in ending up the cigarettes. Besides, it is nice to know that it works in harmony with the sustainable development goals SDGs, especially that many companies only care for profits regardless of the negative impact on society, health, and the environment. As it is mentioned in the article, I hope that PMI puts pressure on tobacco companies, then they will switch to better changes. Finally, I want to thank you for this clear and easy to understand article, keep up the good work Dr. Hasan

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  21. After reading this article, I believe that in the coming years, a business that contributes to sustainable resource management will have more realistic earnings performance, through working together to develop a new and good strategic plan to achieve and accelerate the change we are looking for. To encourage the exchange of ethical business practices, global stakeholders at the base of sustainability need to attract more resources.

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  22. The article is very interesting and captivating. To begin with, the title is very motivating because it encourages teamwork, cooperation and support in order to reach the desired results and the required change. The introduction was catchy, and using an anecdote makes it more credible and appealing. It is a really direct and easy to read and comprehensible. Now, as for the content, I highly encourage what PMI is looking forward to, and it is a great step towards a smoke-free future. However, IQOS is new to the market, so until now we do not have enough studies whether there will be future drawbacks or side effects. Moreover, let us take Lebanon as an example, though we as citizens love to try everything that is new, we are facing an economic crisis, and instead of paying for the IQOS they rather buy life necessities. I know that they will pay once and for all, but also the price of the HEET sticks is more expensive than normal cigarettes. Finally, IQOS need charging and needs special care in which you need to clean it from time to time in order to maintain its sustainability, and not everyone can show such commitment. Actually, we all really wish to reach a world where there will be collaboration among all stakeholders for a better future, and if not collaboration competition that aims to bringing the best for the world.

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  23. Usually and in order to eradicate unhealthy products we should abandon them or at least to start diminishing their use or if not possible try to diminish their level of unhealthiness.
    In case of smoking, years of research showed that only few people managed to stop smoking or at least diminish their smoking. Substituting cigarettes by heated tobacco products produced by PMI and for the first impression reveals substituting a big danger on health by a lesser one; but still when comparing the risk of heated tobacco products “although it’s less than smoking cigarettes” to E-cigarettes, researches do reveal that the risk is still high.
    I guess it would be proper to ask, does being proactive means quantifying health risk?

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  24. Inclusion, engagement, collaboration are not anymore skills, they must be values for any futuristic work. For any organization to reach its goals, there must be engagement and collaboration among its components.
    This article made me curious to finish it, since I am a heavy smoker and really suffering from smoking too much, and I was curious to read how great tobacco companies like (PMI)think, and what future plans they have. As a smoker I think the bad reputation of tobacco companies is well deserved, since the large effect on humans’ health and environmental health in general during all the previous years. But as a strategic planning student I think that (PMI) are shifting in a well strategic way, taking into consideration that smokers will continue smoking, so they supply their customers with a substitute product of much less effects, this will not affect the companies’ revenues, at the same time will help smokers to change into better product.
    To make a sustainable development, everybody’s effort is needed, especially if they are genuinely aligned with what we want to achieve.

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  25. It is quite contradictory that cigarette industry may contribute to a more sustainable world. This is the hook that kept me as a reader alert to what is coming next and made my experience in reading interesting. On the other hand, I think the content is quite insightful, for PMI to grow more sustainable it is a quite astonishing achievement. Witty strategic planning and aligning with a coherent vision and mission in SWOT analysis, tactical planning and implementation is the turbo that makes such seemingly contradicting goal achievable and game changing for the whole smoking industry.
    however, I would have appreciated it if you elaborated more about your insight about inclusion, engagement and collaboration.
    Best wishes for you Doctor Hasan Youness.

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  26. It’s really touching how someone can speak and describe a part of his early childhood and be similar to others. I felt like diving deep in my old days! Images were all clear again, the shops, narrow streets of the neighborhood, and being an environment lover concerned with all what harms it. That old picture in the science book about the black smoking lungs came back to the screen of my eyes!
    Your article, Dr. Hasan Youness, dug deep in my world of nostalgia, nevertheless shed light on one of the most important health problems on the globe, Smoking! You argued the issue in a very innovative way pointing out to the possibility of viewing things in a totally whole new perspective emphasizing on the actions and not the words.
    I do appreciate your words that made me not only learn more about the new generation of tobaccos but also learn a lesson of life, that is to try looking for a whole new perspective to see things.
    Great job Doctor, thank for the informative article. keep up the great work!

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  27. “ Little things can do a lot”

    Commenting on the article written by Dr.Youness, I opened my writing by stating the above mentioned inspiring quotation. Sharing your personal experience and thoughts make a difference! Your views on cigarettes shows the high level of awareness that people have to seek. This was supported by giving an authentic example of the company that shifts tobacco business into an environmentally sustainable company. Accordingly, it is essential to mention that nothing is stable in life. Our views, thoughts, philosophies are subject to change for our sake and others’ sake. Once companies adopt the change and effectively work on it, better results will come out. It is not only about the business we run, but the lifestyle we aspire to. In conclusion, I would highly speak of the written article as it reflects maturity and social awareness in an attractive writing style free of exaggeration, ambiguity, and boredom.

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  28. This article “How working together can expedite the change we need” can spread great awareness concerning sustainable development goals. It is full of interesting and brilliant ideas, starting with the catchy title which really inspired me to read with excitement. Since, smoking cigarettes is very important issue to focus on and most risky on human’s health. Besides, your way of thinking, and being revolutionary regarding this issue expedite the change you need. You have taught me a lesson that stronger character is brought out by change, weak ones by permanence. Thus, PMI company is an important example for successful strategic planning in which they convert their company to friendly environment by decreasing harmful chemicals. They used innovative and advanced ideas to deliver smoke-free future and this benefits the consumers, the society and the company. So, when companies are more pro-active and ultimately help, this will speed up and hasten the progress of the right kind of change.

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  29. Change is not an end in itself, but rather a means to reach a goal and it is the better future, and therefore there should be a justification for change, for a change that is not immune from motives and causes is random change, unplanned and without purpose,
    Smart leaders realize that change can put people in crisis, so the starting point for dealing with transition is not the result but rather the ends that make it necessary for people to leave the old situation, and this is what really happened when the idea changed the cigarette company and became environmentally friendly,
    Strategic planning in. Reducing smokers taking into account the future. Creating their own tobacco has actually reduced many smokers, making the change in a very successful direction.

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  30. This article reminds me of my son when he was six years old, he always asked me to stop smoking and asked me why you smoke and why are they producing this smoke in a simple language that I can translate from his innocent childish words to the adult world as if he was saying why you take this deadly poison.
    Yes, we can all cooperate to reduce the risks of smoking, and all companies, similar to what PMI did and its shift from producing cigarettes from tobacco, wanted to convert to exporting a product that is less dangerous to health, which is at the core of sustainable development that aims to preserve health for the sake of society, reduce disease infections and exploit money In necessary matters .. and some may see that the productive transformation of this company may come to keep pace with the times, technology and rapid development in the lifestyle, and this is what the company aspires to export its new product to keep pace with the times and to achieve more profits and be the forerunner in this field.

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  31. Thank you for shedding the light on the SDGs, and for encouraging change.
    PMI transformational exercises and new objectives are great examples of what is good strategic planning. Also, I agree that selling solutions must be considered “worthy actions” and their transformational strategies and future goals must be praised as they are revolutionist in nature, moving from Marlboro marketing to this technological and scientific solution is a big and remarkable step.
    PS: Great writer starting from the title to the catchy personal introduction, to the smooth flow of ideas, and finally for exposing the topic from all its dimensions and perspectives.

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  32. The article “How working together can expedite the change we need” is very enlightening especially when you added your personal experience to it.You made me willing to know what happened next curiously. Usually people have the right to decide and choose whether they want to quit or to have more knowledgeable choice .PMI is an essential initiative for all the humanity that can be a solution for environment and health as well. The company looks to earn the trust and cooperate with stakeholders across the society and science. The focus is not on quitting the nicotine rather on having smoke free options that deliver nicotine. This company is looking forward to achieve their vision that is one day smoke free products will replace cigarettes. If it is achieved it will definitely change the ecosystem of the industry besides to the cooperation with the sustainable development goals (SDGs). PMI created a strategic plan that aims to achieve their goal in the future. Especially most companies care only for the profits regardless of the negative effect on society, health and environment.The events were slightly flowing to raise our awareness and to be environmentally friendly .Your writing style succeeded in catching all our thoughts to have better future one day with new responsible generations .Keep it up and thank you Dr. Hasan Youness .

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  33. It’s an amazing article especially you shared your experience with the readers, so in this way, the article be more real and you write it with desire. Also, your experience shows us how can anyone be a part of a club for example even if it is a small child. This article shows us how the organizations of smoking continue in their way and they don’t care about the health of the people, even they write on the smoking tray for example smoking causes cardiovascular disease, smoking is harmful to health, smoking kills… . Even they have great sales.
    We also remark in this article the SDGs. The third in SDGs is how to have “good health and well-being”. So this goal conflicts with the organizations of smoking.

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  34. This article has totally grabbed my attention and aroused my interest line after line! The genuine personal expression of the rejection the author has first been feeling towards PMI, and the great shift that led him to be a co-author for an article with the Director of Social Impact and Sustainably of that company highly urge the reader to investigate what the turning point was. I liked that kind of “fairness” that was embedded between the lines as to avoid falling down in the maze of generalizability fallacy. Such article has let me seriously think that PMI may really aim to make a difference and plan for a tremendous change mainly after I now know what the third theatre of CSR is. And I agree that stakeholders and the civil society have to support any endeavour that tries to resolve the serious problem of cigarettes.

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  35. This article immediately captures one’s interest due to the inclusion of personal life experience, since a person is always attracted to real life situations, which give a sense of reality and objectivity. Such bold strategic transformation applied by PMI will present many challenges for PMI but it will certainly be a remarkable approach if it founds its light on the road. The strategic plan by PMI is a human centered strategy. On the short term, it aims to help encourage the quitting of cigarettes smoking for addicted consumers by providing an alternative healthy heated tobacco product. This might be a risky plan that will narrow their target customers as a consequence decrease their profits. However, on the long term, if this strategic plan succeed it will bring beneficence for the whole society by building a population that have less number of smokers, and thus healthier individuals and a greener, less polluted environment. Furthermore, this article shed the light on important professional way, to perceive things from a different point of view. Being professional and objective to actually be reasonable enough to switch a long term built professional opinion about tobacco industries and actually coauthor with PMI and shed the light on its work gives a great sense of professionalism that offered help and awareness in the author’s own case to reduce the number of smokers.

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  36. First of all, this wonderful article is worth reading and sharing with friends
    It highlights a very important topic and how working together can expedite the change we need
    What caught my attention was the narration of a personal experience, which was important and made a great addition to the article. Since I am a non-smoker, this increased my interest in the article which I strongly support Add to that the wonderful presentation of the ideas that made me more enthusiastic and interested and increased my curiosity to read and send it to several smoking friends.Moreover : “the bad reputation of tobacco companies is well deserved, since the large effect on humans’ health and environmental health in general during all the previous years. But as a strategic planning (PMI) are shifting in a well strategic way, taking into consideration that smokers will continue smoking, so they supply their customers with a substitute product of much less effects, this will not affect the companies’ revenues, at the same time will help smokers to change into better product.

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  37. Starting this article with this catchy title that concentrates on collaboration which is an important skill nowadays, attracted me to read this article with excitement. Also, what makes a sense here that you include your own childhood experience about smoking, and how a revolutionary child you were, and how you clutch with your attitude until you grow up with the love of sustainability and the detesting of smoking. Your attitude shows that whatever your thoughts are, you shouldn’t abandon it. Also, your curiosity about how can Jennifer be a major contributor in a tobacco company, and appeals to sustainability? This curiosity triggers mine to know how that can happen, until you show us the main evolution that Jennifer made by getting out of the box and mix between these two ideas to come up with a new invention which is the technological replaceable cigarette that is friendly with the environment and people’s health. This invention is made according to a very planned strategy that aimed to benefit people, environment, and the company itself. On the other hand, your final comment about “cigarette companies are not all the same” makes me think for a while that even what we think is right, it isn’t totally right, because in each rule there are always some exceptions.

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  38. Firstly , the cigarette was and still part of our childhood and life .its smells growth with us . this is the story of cigarette in most homes as I think.
    producing PMI’s heated tobacco products has positive impact on society ,environment in general and in an individuals in particular.
    this article clarified the alternative of smoking cigarette and how it becomes widely used .
    for me, its the first time I know how PMI has spread and used by huge number of smokers . we need in our world many other companies which follow the rule of ” action speaks louder than words ” and be interested with the environment .
    PMI shows that companies can profit even if they producing and innovating less harmful products to individuals and to our global .
    PMI has ideal vision as it applied an ideal mission by innovating smoking -free tobacco products .
    we should all think more and be creative more to live in healthy world for us and for new generation .
    I hope all smokers (teenagers and adults) to read this helpful article .

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  39. To be honest, the introduction is powerful to a degree that it can take you to a different place.
    The transparency and the examples can attract any reader to finish the article where it changes our points of view towards such issues. As a smoker, this article provoked me to quit, and started to think how commercials can affect our way I living.
    It must be spreaded!

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  40. Reading an article that is not only based on theoretical views but with personal experiences and true stories makes it more interesting! Since that’s my first article I read about smoking, I concluded that we are living in a globalized world and we do not see what’s behind the commercials. As long as the society doesn’t disapprove, some will definitely keep offering choices and thus growing their businesses in the cigarettes industry. Our responsibility as a civil society is to give the right signals and get acquainted with the executions, we consider trustworthy.

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  41. The title and the introduction catches my attention when reading the article and I became curious to know what it’s going to talk about. I liked the way Dr. Hasan Youness talked about his childhood experience and how he linked it to the article topic.
    PMI company used innovation and technology to replace cigarettes and tobacco products with electronic cigarettes which are less harmful to people and the environment. It’s good news to know that this invention has decreased the number of smokers all around the world. However, it would be much better if nicotine substances would be replaced with substances that don’t pose a threat to human health. Moreover, the article was purposeful and informative for both non-smokers and smokers. For non-smokers, it gives them a little heads-up about the increasing number of smokers around the world and on the negative impacts of smoking on the human health and environment. On the other hand, for smokers, it might be a good alternative path for smoking cessation.
    Great job doctor. Keep it up.

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  42. The strategic planning of a company must take into consideration that not all activities have to be for beneficial and financial issues. The social and environmental development is the goal of every individual as well every organization or company, otherwise no continuation would be for everyone. The example mentioned in the article is a good example of changing from the productions which harm people and environment, towards the creativity and production of solutions that help smokers to get rid of smoking as well decrease air pollution. It’s true that the main goal for every company is financial, and no company could continue without gain, but if the product of this company affects the environment and society positively, this will increase the interests of the company in the meanwhile and in the future. Furthermore, mentioning life experience in the article, reflects the true feeling of the author, thus attracts readers and convince them with the theme of the article. This would make the change in the minds of society as well in the way companies think and plan

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  43. Deeply this article touches many people who are effected negatively by smoking, even smokers or people around smokers. Knowing that smoking is more dangerous on the people surround smokers. In my opinion, smoking is a bad habit that affects the human health and persons’ pockets, as well the environment. Moreover, reflecting the author’s own life experience in his article, make the reader thinks with his own experience too, and convince him with the theme of the article. Personally I can’t tolerate the smoking smell, and always ask my visitors not to smoke since I have asthma. The main idea and main objective of the article is make a change, real change, in the production stream line, to transfer from producing objects that harm people and environment, to produce products that are safe for people and environment such as the example mentioned in the article, that led to reduce the number of smokers. This new way of thinking, would ensure the development of society and environment, and ensure the sustainability and interests of companies.

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