Inside a $280 billion tobacco giant’s push to turn smokers into smoke-free customers

Philip Morris International (PMI) is attempting an ambitious reinvention, repositioning itself around smoke-free alternatives in the U.S., while still carrying the financial weight of a global cigarette business. The roughly $280 billion tobacco company, best known for the Marlboro brand, says it plans to generate more than two-thirds of its net revenue from smoke-free alternatives by 2030. It is a delicate transition. To get there, PMI must build new growth engines while preserving the revenue...