Commercializing LanzaTech, from waste to fuel: An effectuation case

Brian Karlson, Cristiano Bellavitis and Nadine France

Journal of Management & Organization, 2021, vol. 27, issue 1, 175-196

Abstract: This case describes the extraordinary growth story of LanzaTech, a New Zealand (NZ)-based company cofounded in 2005 by scientists Sean Simpson and Richard Forster. LanzaTech developed a microbe which fermented the waste gases generated from steel manufacturing to produce ethanol and other chemicals. This case builds on effectuation logic and entrepreneurial discovery to highlight the challenges and opportunities of research commercialization. The case is structured chronologically and outlines the steps that the entrepreneur has taken to build the technology from scratch. It covers the early phases of the company, focussing particularly on how LanzaTech developed, refined, patented and began to commercialize its research. A key strength of the case is its multidisciplinary focus. The case describes some of the crucial aspects of research commercialization including capital raising, developing a business model, forming partnerships and expanding internationally. The case also describes a company committed to retaining its research base in NZ, and some of the opportunities and drawbacks of operating in a small economy at a distance from key market players.

Date: 2021
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