CREATING NEW FOODS
THE PRODUCT DEVELOPER'S GUIDE
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Contents
About the book
About the authors
Preface
1. The product
development project
in the company
2. The organisation of
the product
development project
3. Product strategy
development: idea
generation and
screening
4. Product strategy
development: product
concepts and design
specifications
5. Product design and
process development
6. Product
commercialisation
7. Product launch and
evaluation
8. Summary: bringing
it together
8.10 Textbooks in
product development
Index of Examples &
Problems
Useful links
Feedback (email link)
CHAPTER 6
Product Commercialisation


6.12 SUMMARY

Commercialisation is difficult and costly; mistakes can be made and these can be major hurdles for the project. The aim is to set out the details of the production, marketing and financial plans, and then integrate them into one operational plan and so produce success in launching the product on the market.

There are many people involved in commercialisation and therefore communication and coordination are vital.

Bringing in a commercially viable new product is the object of the product development project, but it is only fully successful if it comes in on-time and on budget. Well organised and resourced commercialisation can ensure that this happens.

Only when the launch is fully successful can the development managers be satisfied, and the general managers have the confidence in development to commission the next project. Finance is the yardstick whereby this confidence is measured.

6.13 Suggested readings

Banks, J.G. (1994) 'Process control and quality assurance through the application of HACCP and predictive microbiology', in Singh, R.P and Oliveira, F.A.R. (eds), Minimal Processing of Food and Process Optimisation: An Interface, Boca Raton, Fla.: CRC Press, pp. 191-99.

Earle, M., Earle, R., and Anderson, A. (2016) Food product development - the Web Edition
www.nzifst.org.nz/foodproductdevelopment/index.htm

Hisrich, R.D. and Peters, M.P. (1991) 'The new products marketing program', Marketing Decisions for New and Mature Products, New York: Maxwell Macmillan International Editions, pp. 319 - 411.

H Hood, L.L., Lundy, R.J. and Johnson, D.C. (1995) 'New product development: North American ingredient supplier's role', British Food Journal, 97(3), 12-17.

Rizvi, S.S.H., Singh, R.K., Hotchkiss, J.H., Heldman, D.R. and Keung, H.K. (1993) 'Research needs in food engineering, processing and packaging', Food Technology, March, 26S-35S.

Taniguchi, R. and Nihmura, M. (1994) 'Quality design and plant operation in food processing', in Singh, R.P. and Oliveira, F.A.R. (eds.), Minimal Processing of Food and Process Optimisation: An Interface, Boca Raton, Fla.: CRC Press, pp.243 - 49.

Some more recent readings

Earle, M. and Earle, R. (2000) ‘Adapting product commercialisation to the changes’ Building the Future on New Products, Leatherhead, Surrey, LFRA Ltd. pp 95-110,

Fuller, G.W. (2005) ‘Going to Market: Success or Failure’ New Food Product Development, 2nd. Ed., Boca Raton, Florida, CRC Press. pp 219-239

Mayes, T. and Mortimore, S. (eds.) (2001) Making the Most of HACCP, Cambridge, Woodhead

Russell, A. (2008) ‘Process innovation from research and development to production in a large company – development and commercialisation of a low temperature extrusion process.’ Case studies in food product development, by Earle M. and Earle R., (eds.) Cambridge, Woodhead, pp 202-222.


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Creating New Foods. The Product Developer's Guide. Copyright © Chartered Inst. of Environmental Health.
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