Opinions drive change. A successful organization must embrace change to remain vibrant, relevant and an integral part of an evolving society. Altria Group Inc.'s tobacco companies failed to fully recognize the significance of the changes that had occurred in society's views about tobacco, especially the responsibility to confront and deal with some very real problems: addiction, youth smoking, the serious diseases caused by smoking and second hand smoke. It cost them significantly in how the public viewed them.
Altria Group and its operating companies, Kraft Foods, Philip Morris USA and Philip Morris International, reexamined themselves and began a proactive effort to engage with stakeholders on important issues impacting society.
As part of Altria Group's executive outreach program, David Sylvia will speak about these efforts, as well as the name change of the parent company to Altria Group, Inc. He will also discuss why the name was changed and the steps the company is taking to manage its corporate identity through external communications and engagement with the public.