Market shaping through controversial innovation

In this paper, we examine market-shaping literature that investigates how markets evolve over time. We focus on how controversial innovations gain acceptance as the result of the intentional strategies put into place by companies. We’ve carried a qualitative research based on secondary data collected from several online sources. Our study describes how a new packaging, can, had been introduced to the highly conservative market of wine in France. Our findings shed light on the opportunity for practitioners to implement controversial innovation in conservative markets and introduce a set of strategies to achieve such purpose.