Tobacco, cigarettes, and nicotine giant, British American Tobacco (NYSE:BTI) has had a terrible five years on the stock market. This has occurred despite improving underlying economics, and a strengthening competitive advantage over its rivals. The industry has been marred by health concerns, but there is a case that investment can help drive change, and in the case of British American Tobacco, will reward a company that is doing the right things. In the last five years, British American Tobacco has delivered uninspiring returns for its shareholders.