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There are thousands of receptors on the dendrites, with each type of receptor recognizing only a very specific neurotransmitter, similar to a lock and key

These two tests market will give the company an idea of whether the IQOS can indeed compete with the already hugely popular electronic cigarette in the reduced-risk product market, which Phillip Morris CEO Andr Calantzopoulos believes is the companys greatest growth opportunity in the years to come

The rise of smokeless alternatives like IQOS highlights shifting consumer preferences and changing market dynamics

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