AN INNOVATION IN THE WINE CLOSURE INDUSTRY: SCREW CAPS THREATEN THE DOMINANCE OF CORK

摘要

The technology adoption life cycle is commonly used to describe and analyse innovation diffusion.rnUsing this model, our research examines the introduction of a new wine closure, the screw cap that hasrntried to replace cork as the industry standard. It highlights an early (1970s) attempt that failed and arnsubsequent (2000) initiative that has established a beachhead for the screw cap in the mainstreamrnmarket. This paper identifies the marketing strategy adopted by a cluster of wine-makers from arngeographical region in Australia, and other key success factors that were responsible for the screw cap'srnrecent commercial success.