Product details

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Abstract

In this study, we will observe how Sogrape developed a knowledge ecosystem through a process based on four stages: mapping of information sources, centralisation of information, dissemination of information/knowledge and knowledge generation. Through the exposition and explanation of the steps followed in each phase, it is possible to understand how Sogrape identified two types of information present in the organisation - top-down and bottom-up information - and verified that they could be divided into five categories: Global trends and drivers, Consumer and consumption, Market and channels, Competitive landscape and Origins and production. However, despite the high amount of information available, the most significant potential for knowledge generation was collecting bottom-up details from the various employees, who have direct contact with customers and consumers. Thus, the organisation developed an ecosystem that allowed capturing both types of information, covering the five categories and meeting the organisation's needs to become more customer- and consumer-centric.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019-2021.

Geographical setting

Region:
Europe
Country:
Portugal
Location:
Porto

Featured company

Sogrape
Employees:
1001-5000
Turnover:
EUR 249.5 million
Type:
Privately held
Industry:
Wine & distilled alcoholic beverages

Featured protagonist

  • Fernando da Cunha Guedes (male), CEO

About

Abstract

In this study, we will observe how Sogrape developed a knowledge ecosystem through a process based on four stages: mapping of information sources, centralisation of information, dissemination of information/knowledge and knowledge generation. Through the exposition and explanation of the steps followed in each phase, it is possible to understand how Sogrape identified two types of information present in the organisation - top-down and bottom-up information - and verified that they could be divided into five categories: Global trends and drivers, Consumer and consumption, Market and channels, Competitive landscape and Origins and production. However, despite the high amount of information available, the most significant potential for knowledge generation was collecting bottom-up details from the various employees, who have direct contact with customers and consumers. Thus, the organisation developed an ecosystem that allowed capturing both types of information, covering the five categories and meeting the organisation's needs to become more customer- and consumer-centric.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019-2021.

Geographical setting

Region:
Europe
Country:
Portugal
Location:
Porto

Featured company

Sogrape
Employees:
1001-5000
Turnover:
EUR 249.5 million
Type:
Privately held
Industry:
Wine & distilled alcoholic beverages

Featured protagonist

  • Fernando da Cunha Guedes (male), CEO

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