Wine Cork Industry

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CASE STUDY – INNOVATING MANAGEMENT The cork industry, the wine industry and the need for closure 1) To what extent is the cork industry guilty of complacency and a lack of innovation? The cork industry guilty of complacency and of a lack of innovation because the market of wine has changed completely these last years. Indeed, use of cork as a way of sealing wine bottle: “ vineyards, bottlers and wine drinkers would ever wish to use anything other than natural cork” But after 20 years they have been not innovation, for example with the packaging of cork. The big problem is that the wine industry is challenged by new wine producers such as California, Australia or New Zeeland and that these new producers have new and different requirements. The cork industry is facing an economical and environmental decrease, due to the creation of more modern closures, as plastic and rubber. So, now there are many actors on the markets, many competitors, brands and other innovations like the modern closures and the cork industry has lacked of reactivity. 2) If consumers love corks, why are the producers not providing what their consumers want? In fact the consumer love cork and not just consumers but as it was said previously the vineyards, bottlers and wine drinkers also. But when the new wine producers arrived on the market they have chose to use of different closures. Indeed, this choice because they had many controversy in the world wine about the impact of cork in the taste wine. Sometimes the people said that a cork is often mouldy. Mouldy because they are a composent his name is a Trichloroanisole (TCA). This composent it’s a natural compound that at higher levels can impart "musty" flavors and aromas to wines. Wines that contain TCA at a detectable level are described as either being "corked" or having "corkiness." Cork is a major source of TCA in

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