Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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
• and Analyze the future prospects of PLA and NatureWorks.

Keywords

NatureWorks, Bioplastics, Market development, Strategic alliances, Co-branding, Marketing , Biopolymers, Corn-based polymer, New applications