Case Study On The Introduction Of The Screwcap To The Wine Market

Author: Damien Wilson, Ph.D., et al.

Publication: The Case Centre

Publication Date: February 1, 2016

Abstract:
In order to obtain a learning experience that responds to the need to develop critical skills required in time management, this case has been designed to incorporate a number of learning tools in order to help you plan and use the time spent on this case efficiently. You should have spent at least one hour reading and taking note of the key elements during the first task of this case. On your preliminary review, you will have noted that the case recounts the failure of a technical innovation to be adopted by the market. This case is noteworthy because it failed after 8 consecutive years of trial, from among almost 10 percent of the entire sector's producers at the time. Most tellingly, the lessons learned from this failed innovation were implemented in recent years, so that the screwcap was successfully adopted 25 years after it was first commercially trialed.