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Part
I,
Chapter 1
Keys to new product success and failure 1.9 Basis and structure of the book Managing innovation is a necessary skill for senior management of all food companies producing new raw materials, new ingredients or new consumer products. Company growth and even survival depends on the continuing introduction of successful new products into old and new markets. Product success or failure depends on many factors, but the most important are the product, the skills and resources of the company, the market and the marketing proficiency, and an organised product development process.
There is a vital need to understand the consumers' behaviour and attitudes and to be able to design a product to meet the users' needs. But it is also necessary to have the technological knowledge, and the skills, and the organisational ability to bring a product to a successful commercial conclusion in the marketplace. This book studies these key issues in product development and outlines the methods of managing them. It differs from other books on product development because it recognises: ![]() food system; ![]() development; ![]() development because of the close, daily relationships between the consumer and food; ![]() ![]() Food product development aims to develop: ![]() company's business strategy and how this is related to the technological, political, societal and economic changes occurring in the environment; ![]() delivering food products to the final consumer; ![]() and for industrial ingredients as a basis for production research and for product development of ingredients; ![]() sensory, social and psychological) in different cultures and societies as a basis for consumer product design; ![]() to select decisions and outcomes for the various stages; ![]() techniques related to these activities; ![]() and specific product development projects; ![]() and design improvements to the PD process so as to raise the level of success. The material in the book is divided into three sections: ![]() ![]() ![]() Part II explores four basic aspects of product development - developing an innovation strategy, the product development process, the knowledge base for product development, the consumer in product development. Part III studies the management of product development in general and in different parts of the food system and in different types of food companies. It also discusses the evaluation of the launch of a new product and also the outcomes of a complete product development programme and how changes can be implemented to improve the outcomes and the efficiency of product development in the company. |
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