Case | HBS Case Collection | December 2003 (Revised April 2004)

Dragon's Teeth Vineyards

by Alan D. MacCormack, Marius Leibold, Sven Voelpel and Kerry Herman

Abstract

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: Technological Innovation; Growth and Development Strategy; Genetics; Transition; Brands and Branding; Product Development; Product Design; Organizational Change and Adaptation; Technology Adoption; Food and Beverage Industry; Biotechnology Industry; South Africa;

Citation:

MacCormack, Alan D., Marius Leibold, Sven Voelpel, and Kerry Herman. "Dragon's Teeth Vineyards." Harvard Business School Case 604-069, December 2003. (Revised April 2004.)