Innovation in Small Wine Cooperatives

Abstract

This chapter reports on the innovation management experience of a small wine cooperative. In agro-economy, the perception of “innovation”, without distinction of any kind, is identified with a change, which generates reforms, which are often radical and little appreciated by farmers, because they challenge existing habits and business methods. Managerial innovation is understood in a broad sense, and, according to the productive processes, consists of actions to be carried out at the levels of grape variety management, and product manufacturing, packaging and marketing. The chapter provides a description of the main stages of the whirlwind mechanism deployed by a small wine cooperative cellar, including general reorganization of the operating framework, strategic diversification of production activities, developing new ways of relating to the market, and the search for sustainable adaptability.

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