We created a standard tripartite format for gathering data
around how companies have been (1) sensing and shaping opportunities
and threats; (2) seizing opportunities; and, (3) maintaining
competitiveness by reconfiguring a company’s assets. We used
a range of empirical evidence. Using electronic searches, we
surveyed the scientific, business, market, and policy literatures
regarding how each company conceived of, developed, and marketed
its bioplastic technology. We also reviewed the corporate
policies, reports, statements, and life-cycle assessments that each
company produced, for both its entire biobased chemical portfolio
and the specific bioplastic that we focused on. In addition, we
interviewed research and marketing managers at the three
companies, and analyzed their public conference presentations.