Natureworks: Market Development for Bioplastics
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG169 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
Themes
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| Case Length |
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23 Pages |
| Period |
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1997-2007 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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NatureWorks |
| Industry |
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Chemicals and
Petrochemicals |
| Countries
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USA |
Abstract:
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NatureWorks is a major producer of PLA (polylactic acid), a bioplastic made from
corn.
The case describes the origin and growth of NatureWorks. It recounts the
initial obstacles that the company encountered, the efforts made to promote the
product, the criticisms and challenges faced, and the solutions that the company
came up with.
The case ends with a discussion on some recent developments concerning
bioplastics and the future prospects for the company as well as for the product.
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Issues:
» Gain insights into the market expansion and development activities that can be
undertaken by a company introducing an unconventional, new product
» Understand the factors that affect the demand for such a product
» Know more about the challenges facing a manufacturer of eco-friendly products
and the measures that the company took to address these challenges
» Analyze the future prospects of PLA and NatureWorks
Contents:
Keywords:
NatureWorks, Bioplastics, Market development, Strategic
alliances, Co-branding, Marketing , Biopolymers, Corn-based polymer, New
applications
Natureworks: Market Development for Bioplastics
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