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.

Source: FastCompany.com

Date: Apr 12, 2019

Link: https://www.fastcompany.com/90333645/this-new-technical-fabric-replaces-polyester-with-banana-plants?utm_source=postup&utm_medium=email&utm_campaign=Fast%20Company%20Daily&position=7&partner=newsletter&campaign_date=04122019

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?