Posted by & filed under International Business, Management, Organizational Behavior.

Description: The abacá plant grows without needing lots of water or pesticides, helps stop erosion, and is now being used to replace fossil fuels in clothes.


Date: Apr 12, 2019


Questions for discussion:

  • What are the major attributes that differentiate this new product?
  • How should managers market this new product so as to co-brand with partners in various industries that would use it?