Certified organic wine remains a tiny percentage of the global wine market. Geoffrey Jones and Emily Grandjean provide a case study of failed new category creation, analyzing the challenges for the organic wine market over time, including overcoming an initial reputation for quality, wines being labeled with multiple names (“organic,” “biodynamic,” “natural”), and competing certification schemes.

Description — Certified organic wine remains a tiny percentage of the global wine market. Geoffrey Jones and Emily Grandjean provide a case study of failed new category creation, analyzing the challenges for the organic wine market over time, including overcoming an initial reputation for quality, wines being labeled with multiple names (“organic,” “biodynamic,” “natural”), and competing certification schemes.

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Title — Creating the Market for Organic Wine: Sulfites, Certification, and Green Values

Content — Certified organic wine remains a tiny percentage of the global wine market. Geoffrey Jones and Emily Grandjean provide a case study of failed new category creation, analyzing the challenges for the organic wine market over time, including overcoming an initial reputation for quality, wines being labeled with multiple names (“organic,” “biodynamic,” “natural”), and competing certification schemes.

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Date — January 4, 2018 5:00 am

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Source — http://hbswk.hbs.edu/stories-rss.aspx

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