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Authors:
Damien Wilson (Sonoma State University)
Published in:
2016
Version:
30-Nov-2014
Revision date:
01-Feb-2016
Length:
12 pages
Data source:
Published sources

Abstract

The following case study details the launch of the screwcap closure into the Australian wine market in 1976. The initial failure of this closure on the Australian market led to the rigorous preparations adopted for the closure's relaunch in the 21st Century. The case illustrates how technical superiority to an incumbent product is, by itself, insufficient to warrant market acceptance. The progress of the case shows how management of a technical innovation requires the communication of a product's advantages to a market, not just in a practical sense, but according to the consumer's perceptions.

Topics

Innovation adoption; Wine; Screwcaps; Social media; Package aesthetics; Strategic marketing and management models; Marketing failure
Location:
Size:
12,000,000
Other setting(s):
1976-Current

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