Eastman Tritan Product Development and Launch

5 Pages Posted: 1 Jun 2017 Last revised: 26 Aug 2017

See all articles by Tim Kraft

Tim Kraft

North Carolina State University - Poole College of Management

Allison Elias

University of Virginia - Darden School of Business

Jeremy Hutchison-Krupat

University of Cambridge - Judge Business School

Abstract

In 2007, Eastman Chemical (Eastman), a global specialty chemicals company based in Kingsport, Tennessee, was set to launch Tritan, Eastman's latest specialty plastic. The development team was excited about Tritan because it demonstrated heat resistance and durability properties that might allow Eastman to compete in the lucrative polycarbonate plastics market. But the decision had not been made regarding which applications Eastman should target first with Tritan.

Excerpt

UVA-OM-1540

Rev. Aug. 11, 2017

Eastman Tritan: Product Development and Launch

In the summer of 2007, Eastman Chemical (Eastman), a global specialty chemicals company based in Kingsport, Tennessee, was set to launch Tritan, Eastman's latest specialty plastic. The development team was excited about Tritan because it demonstrated heat resistance and durability properties that might allow Eastman to compete in the lucrative polycarbonate plastics market; however, the decision had not been made regarding which applications Eastman should target first with Tritan. Given their stage of development, Eastman knew it was critical to be selective when deciding on the initial markets to enter with Tritan.

Eastman and the Chemical Industry

Eastman was founded in 1920 as an internal division of the Eastman Kodak Company (Kodak). The division grew so rapidly that in little more than a decade, its sales to outside customers exceeded the value of the materials it supplied to Kodak. By 1993, Eastman's internal sales to Kodak accounted for only 8% of its revenue. Although Eastman was thriving, Kodak suffered from low profit and high debt. In January 1994, Kodak restructured, and Eastman became its own publicly traded company. Eastman's growth continued; by 2005 revenue was $ 7.1 billion.

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Keywords: company performance, product launch

Suggested Citation

Kraft, Tim and Elias, Allison and Hutchison-Krupat, Jeremy, Eastman Tritan Product Development and Launch. Darden Case No. UVA-OM-1540, Available at SSRN: https://ssrn.com/abstract=2975024

Tim Kraft

North Carolina State University - Poole College of Management ( email )

Hillsborough Street
Raleigh, NC 27695-8614
United States

Allison Elias

University of Virginia - Darden School of Business

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

Jeremy Hutchison-Krupat

University of Cambridge - Judge Business School ( email )

Trumpington Street
Cambridge, CB2 1AG
United Kingdom

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