The failure of a wine closure innovation: A strategic Marketing Analysis

141 634 170 3 1302 document 170 wp4_2003_marks_mortensen.pdf application/pdf 196726 2011-09-09 10:19:51 https://vuir.vu.edu.au/141/1/wp4_2003_marks_mortensen.pdf 141 1 application/pdf text en public

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http://eprints.org/relation/hasVolatileVersion https://vuir.vu.edu.au/id/document/10961 http://eprints.org/relation/hasVersion https://vuir.vu.edu.au/id/document/10961 http://eprints.org/relation/hasIndexCodesVersion https://vuir.vu.edu.au/id/document/10961 10961 3 1735258 document 10961 indexcodes.txt text/plain 679bb66325ca2cc71de05cf36a7e9c08 MD5 9579 2013-02-06 18:29:23 https://vuir.vu.edu.au/141/2/indexcodes.txt 141 2 2 text/plain other Generate index codes conversion from application/pdf to indexcodes en public

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http://eprints.org/relation/isVersionOf https://vuir.vu.edu.au/id/document/170 http://eprints.org/relation/isVolatileVersionOf https://vuir.vu.edu.au/id/document/170 http://eprints.org/relation/issmallThumbnailVersionOf https://vuir.vu.edu.au/id/document/170 archive 34 disk0/00/00/01/41 2007-06-04 2021-08-27 07:38:44 2008-08-19 19:00:30 monograph show Marks Brian Marks, Brian Mortensen Wayne Mortensen, Wayne The failure of a wine closure innovation: A strategic Marketing Analysis pub 350000 FOR_2008_150500 Management wine; cork; sealing technology; screw cap wine; commercial failure; Australia; France; strategic marketing analysis In the wine closure industry cork remains the dominant bottle sealing technology with a market share of around 90 per cent. Our research analyses the screw cap wine seal's development and original introduction within Australia in the 1970s. It identifies the fundamental reasons for its initial commercial failure. The Australian wine industry played a leading role in recognizing the commercial potential of a French prototype screw cap seal. Local piloting and testing occurred followed by a market launch. Unfortunately for screw cap change agents, the screw cap seal was largely a failure. Rogers' (1995) innovation diffusion model identifies several underlying factors responsible for the customer's rejection of the new screw cap seal. In particular, these were the failure to effectively demonstrate the relative advantage of the screw cap seal to consumers and to address the complexity and incompatibility of the seal with established user traditions. The industry was therefore unable to achieve a 'critical mass' of adoption. The additional application of Moore's (2001) adaptation of the technology adoption life cycle model reveals that the failure of the screw cap was also attributable to a lack of an effective industry marketing strategy that would overcome this identifiable consumer resistance. In particular, it lacked a strategy to manage the transition dynamics between the early and mainstream markets. We conclude that a theoretically informed understanding of the nature of the innovation and thus the adoption hurdles would have significantly aided the diffusion of this innovation. 2003 published Victoria University 2 public working_paper Melbourne, Australia 12 Victoria University School of Management Includes bibliographical references: p.12 FALSE 2013-06-05 16:37:31