Product details

This is part of a case series. This is a series of 3 different cases that consider the same company under three different angles. Yet, each case has been designed in such a way that they can be used independently of one another. The cases illustrate different concepts: Case (A) focuses on the creation of the company and its introduction on the market. Case (B) focuses on the evolution of the concept and the marketing of the company’s offer. Case (C) focuses on the internationalization of the company. The current case (A) is compiled from published and public sources, and also relies on a 1h 30 phone interview with the Laurent de Crasto, President of WineInTube (WIT). It aims to present in a simple manner the dynamics of launching a new product on a market. It relies on the following questions: 1. How would you qualify the nature of the innovation developed by WineInTube? 2. How did the creators of WineInTube have this idea and identify this new business opportunity? 3. Why did they decide to finally launch this company? 4. Has WIT followed a typical product development process? Students concerned by this case should be undergraduate students, who follow for instance an introductory course in business and management or an introductory course to innovation management. It can also be used to illustrate the dynamics of innovation in a strategic management course. No specific background is necessary here, except the theory learnt in the course (it depends though whether the case is used inductively or deductively).