3.9 SUMMARY

Idea generation and screening are used throughout the project, although the initial product idea generation and screening is the most important and has been emphasised in this chapter.

All idea generation and screening needs to be creative, knowledgeable and systematic. This is not an easy mix to optimise, but it is important as it leads to innovative and successful products launched on the market.

Creative people are identified in the company and an atmosphere generated to encourage their creativity and so build a strong knowledge base on marketing, technology and consumers. The consumers for foods and the customers for ingredients are also involved in idea generation and screening so that their needs and wants are incorporated. Various operational areas in the company are actively involved as well as the product development and R&D personnel. The process is systematic so as to involve all these people and to develop and optimise the outcomes.