
425Managing Customer Expectations
Next. They used supercritical carbon dioxide to extract the nicotine from
the tobacco, similar to the techniques used for decaffeinating coffee beans.
However, smokers were not satised with a smoking experience that lacked
the addictive benets.
R. J. Reynolds devoted tremendous time and resources to developing and
promoting a new cigarette that heated tobacco pellets in a tiny aluminum
cylinder. It was intended to reduce the smoke, tar, and ash produced by
conventional tobacco products. However, it required a special procedure to
ignite the product.
In the end, no one was happy. As a group, the cigarette consu ...