Seminar: Innovation in the wine sector. Other points of view. 22nd May 2019
Innovation involves generating or assimilating, incorporating or successfully exploiting a novelty. It is common to focus attention on innovative processes that are the result of research and development activities, that have direct application in the product or in the productive process, whose development or implementation takes place in the business environment and where success is measured in terms of economic performance.
The need to broaden the focus of analysis is evident when the area of interest focuses on a complex sector such as wine or a product such as wine. In this case, among other particularities, the companies involved in the production process respond to exceptionally diverse organizational patterns, non-market organizations are involved that determine the institutional framework and the rules with which the sector operates, the product is defined from tangible attributes and numerous intangibles and where technological progress and tradition can aspire to continue moving forward together.
The sessions that make up this block aim precisely to shift the focus and broaden the gaze in order to review the possibilities offered by other spaces in terms of innovation:
– The intangibles that determine the product definition, explanation and/or customer experience
– New developments in the field of communication
– The possibilities of change in the services that accompany the product
And finally, innovation is an intrinsically dynamic process. Most new ideas are links in a chain built over a period of time that, at least in the case of wine, spans centuries of experience. The knowledge of this innovative chain is essential for two reasons: it determines the value of each added link and because, on occasions, ideas from the past are likely to be the driving force behind new ideas.
Bearing all this in mind, the organisation of the seminar in two sessions has been accepted as a methodology: a 'classroom' session in the morning to be held in Haro, on the 22nd of May in the Faro room of the Palacio de Bendaña and a 'field' session in the afternoon to be held in the Vivanco Museum, in Briones.