Innovation in wine closure packaging: the case of Diam

Abstract

Using a case study methodology, this paper presents the company Diam, which is one of the leaders on the market for wine bottle closures, both in France and internationally. The strategic approach to the market realities, expressed through the specific needs of wine producers, retailers and customers in terms of permeability, neutrality and sustainability, is characterised by a deeply embedded integration and complementarity between the market and the innovation orientation of the firm. The capacity of the firm to develop and apply new technological improvements, supported by a strong policy of intellectual property protection, and an active strategy of marketing communications, represents an illustration of the successful application of various levers of managerial actions to enhance the performance and the market reputation of both the product offering and of the firm as a whole.