The sidebar story "of wine corks and perceived value" poses a problem for wine makers. Describe this problem and the suggested ways they might change the perception of value
What will be an ideal response?
Wine makers know that screw caps bottles are better and cheaper than traditional cork yet many customers associate screw caps with inferior wine. Ways this misperception might be changed:
• Make screw caps look expensive (example, enameled) and create interest in them as collector's items.
• Sell the same bottle of wine charging more for the cork version.
• Educate customers about how corks can go bad and screw caps are actually better.
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