"I had been thinking about rubber all along. Like as the novel's element, or base material. A lot of artists in the late '60s and early '70s worked with rubber and other forms that seemed like they connoted industrial detritus. Robert Morris, Eva Hesse."

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Shifting Philip Morris to the new a non-risk products doesn't mean that I will give market share to my competitors free of charge. In the markets where we are not present with IQOS yet or the other reduced-risk products, you still need to defend your share of the market. They still represent the bulk of our income, and so far they have financed the billions of dollars we have put behind these new products. But once we go national in a market, and absent capacity constraints, then you shift your resources and your focus to these new products.

— Andre Calantzopoulos