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When RJR announced to distributors last week that it will raise prices on most of its cigarette brands, speculation quickly arose that the price wars made notorious by ‘Marlboro Friday’ might be drawing to a close. If the companies in that category are serious about making money, cessation of pricing hostilities couldn’t come soon enough. A new report by McKinsey & Co. examines just how destructive price wars are – for everyone but the lucky consumer, that is.
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