The learning objectives of this case are particular to the crisis that PMUSA faces, but also to the general question about why any company ought to be in business. This controversial case challenges students to work with their positive and negative preconceived ideas about tobacco companies - are they a great investment or a public health scourge? The case takes an enterprise perspective, not only of general management but a multi-disciplinary and stakeholder point of view, and lends itself well to team teaching across disciplines such as marketing, operations, fnance, ethics, business policy, and corporate communication. The case also sets up an assignment in which students are asked to write Philip Morris USA's new mission statement, underscoring the relationship between precise language and articulating strategy.