Authors: Emilie Darroman; Călin Gurău; Cyrille Mandou
Addresses: Diam Bouchage SAS, Espace Tech Ulrich, 66400, Céret, France ' MRM, Montpellier Business School, 2300 avenue des Moulins, 34080, Montpellier, France ' Studialis Montpellier (ESG-ESARC-Digital Campus), PSB Research Lab., Campus Nouvelle Génération, ZAC Port Marianne Hippocrate, 349 rue de la Cavalade CS 9078, 34965, Montpellier Cedex 2, France
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.
Keywords: innovation orientation; market orientation; levers of managerial action; wine closures; cases study.
International Journal of Entrepreneurship and Small Business, 2019 Vol.36 No.3, pp.256 - 273
Available online: 30 Jan 2019 *Full-text access for editors Access for subscribers Purchase this article Comment on this article