Natureworks: Green Chemistry's Contribution to Biotechnology, Innovation, Commercialization, and Strategic Positioning

7 Pages Posted: 5 Apr 2010

See all articles by Andrea Larson

Andrea Larson

University of Virginia - Darden School of Business

Karen O'Brien

University of Virginia - Darden School of Business

Alia Anderson

University of Virginia - Darden School of Business

Abstract

In 2002, NatureWorks LLC, a small subsidiary of U.S. agricultural giant Cargill Inc., was recognized for its development of the first synthetic polymer class to be produced from renewable resources, specifically from corn grown in the American Midwest. The product held the potential to substitute a renewable feedstock for petroleum-based polymers. With this enormous vote of confidence, the company was poised to move forward from a niche market in which it was selling tens of thousands of tons polylactic acid to a mainstream one with possibly hundreds of thousands of tons in sales. But how could it position itself to do so profitably?

Excerpt

UVA-E-0074TN

BURROUGHS WELLCOME AND THE PRICING OF AZT (A) (B) (C)

Teaching Note

Abstract of the Cases

The A case

The A case focuses on the development of the first drug—AZT—approved for the treatment of AIDS and the issues faced by its U.K. producer, Wellcome PLC, as it decides how to set its price. It includes brief overviews on the disease itself, drugs in development to treat it, the pharmaceutical industry and its practices, and the history of Wellcome PLC and its U.S. subsidiary, Burroughs Wellcome. The case concludes with analysts' predictions for the soon-to-be-announced price of AZT.

. . .

Keywords: sustainability environment green chemistry innovation biotechnology Cargill Dow NatureWorks plastic

Suggested Citation

Larson, Andrea and O'Brien, Karen and Anderson, Alia, Natureworks: Green Chemistry's Contribution to Biotechnology, Innovation, Commercialization, and Strategic Positioning. Darden Case No. UVA-ENT-0089. Available at SSRN: https://ssrn.com/abstract=1583304

Andrea Larson (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/larson.htm

Karen O'Brien

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Alia Anderson

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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