The Product Launch That Killed RJR Nabisco
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YouTubeMinute Zero
The Product Launch That Killed RJR Nabisco
In 1988, RJR Nabisco bet $1 billion on Premier, a smokeless cigarette that failed spectacularly, triggering a boardroom battle and the largest leveraged buyout in history. This is the story of how one product launch destroyed a corporate giant. If you're into corporate disasters, business history, and 1980s Wall Street drama, this is for you ...
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