Dragon's Teeth Vineyards

  • Reference: HBS-604069-E

  • Year: 2003

  • Number of pages: 21

  • Geographic Setting: South Africa

  • Publication Date: Dec 3, 2004

  • Fecha de edición: Apr 19, 2004

  • Source: HBSP (USA)

  • Type of Document: Case

  • Company: $250 million revenues

  • Industry Setting: Biotechnology;Beverages;Alcoholic beverages

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Description

Dragon's Teeth Vineyards (DTV) is a South African wine producer that is considering whether to use genetically modified organisms (GMOs) in its wine-making process. GMOs promise to lower the costs of wine production significantly through increased yields and reduced processing times as well as significantly improve the quality of the final product via the use of GM yeasts in fermentation. However, the market acceptance of GMOs is unclear, due to perceived health risks and reactions from traditional "old world" producers who believe the beauty of wine lies in its craft, dependence on local soil and climate, and inherent variability.

Keywords

Brands Innovation Intellectual capital Organizational change Product development Technology