DEZEMBRO DE 2014 - ISSN 1807-5908 SBIJ - NÚMERO 44 Página 1 INNOVATION DIFFUSION ANALYSIS FOR BIOFUELS AND BIOCHEMICALS Dr. Jay S. Golden Department: Nicholas School of the Environment Duke University – USA Jay.Golden@duke.edu Dr. Robert Handfield Department: Supply Chain North Carolina State University -USA Brandon Morrison Department: Nicholas School of the Environment Duke University- USA Kenneth Spall University/Institution: Earth, Wind Solar- USA OBJECTIVE As multi-national firms and governments are increasing the demand for biofuels and biochemicals through policies and incentives the implications of the adoption of these emerging technologies is underexplored. This research examines the role of sustainability as explored through a traditional view and a Natural Resource Based View and its implications for global supply chain management. Keywords: resource value; sustainability; bioeconomy; biofuels, biochemicals, sustainable supply chain; resource theory; innovation