The prestigious INFORMS Case Competition was won by this case during the 2013 annual convention. Development of the merchandise was a major breakthrough for both Eastman and the more comprehensive chemical industry. Before producing Tritan at full scale, the Eastman specialty plastics team had to compete with numerous challenges. First, Eastman had to commercialize a completely new substance that only had been created in the lab; second, the team had to develop a supply chain to fabricate a new component (monomer) and a fresh product (polymer) simultaneously; and eventually, it had to analyze marketplace entrance alternatives given capacity constraints. Therefore, the specialty plastics team faced several predicaments: who should be the initial launching associates, given Eastman's limited production capability, and how aggressively should Eastman cost Tritan, given that demand would be driven by cost in the launching markets and in new markets? "
PUBLICATION DATE: April 05, 2013 PRODUCT #: UV6748-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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