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Novamont compostable innovation and the future of sustainable industry
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This work project explores the adoption and scaling of sustainable innovation through four integrated components. The case study follows Luca, a Northern Italian farmer evaluating Novamont’s biodegradable Mater-Bi mulch film, highlighting real-world barriers to eco innovation. One teaching note examines how Novamont can foster adoption among risk-averse farmers; the other focuses on the company’s challenge of scaling globally while staying true to its sustainability values. The evaluation report investigates how young talent prioritize sustainability in job choices, offering insights to strengthen Novamont’s employer branding. Together, these elements provide a multi-level perspective on the drivers and tensions of regenerative transitions.
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Sustainability SDGs Employer branding Bioeconomy Global scaling Regenartive innovation Adoption barriers Stakeholder value