Contents

Preface ix

Part I Introduction 1

1 Keys to new product success and failure 3

1.1 Food products - the basis of innovation 3

1.2 Measures of product success and failure 10

1.3 Key factors in product success 16

1.4 Product development process: the basis for success 20

1.5 Managing for product success 26

1.6 Relating to consumers and markets: the key to product success 31

1.7 Knowledge of society, industry and technology 32

1.8 Product development management in the food industry 36

1.9 Basis and structure of the book 37

1.10 References 38

Part II Key requirements for successful product development 43

2 Developing an innovation strategy 45

2.1 Possibilities for innovation 46

2.2 Incorporating innovation into the business strategy 59

2.3 Building up the innovation strategy 64

2.4 Getting the innovation strategy right 69

2.5 Focusing the product development programme 78

2.6 Developing the product development strategy 85

2.7 Planning the product development programme 91

2.8 References 93

3 The product development process 95

3.1 Product strategy 96

3.2 Product design and process development 111

3.3 Product commercialisation 118

3.4 Product launch and evaluation 123

3.5 Service in product development 130

3.6 Where is the product development process going? 144

3.7 References 146

4 The knowledge base for product development 149

4.1 Technology, knowledge and the food system 150

4.2 Knowledge management or knowledge navigation? 157

4.3 Necessary knowledge for product development 165

4.4 Tacit knowledge in product development 176

4.5 Creating knowledge in product development 183

4.6 References 192

5 The consumer in product development 194

5.1 Understanding consumer behaviour 195

5.2 Understanding food choice 203

5.3 Consumers' avoidance and acceptance of new products 207

5.4 Integrating consumer needs and wants in product development 209

5.5 Sensory needs and wants in food product development 219

5.6 Consumers in Stage 1: Product strategy development 223

5.7 Consumers in Stage 2: Product design and process development 236

5.8 Consumers in Stage 3: Product commercialisation 245

5.9 Consumers in Stage 4: Product launch and evaluation 250

5.10 References 253

Part III Managing and improving product development 257

6 Managing the product development process 259

6.1 Principles of product development management 260

6.2 People in product development management 262

6.3 Designing the PD Process 267

6.4 Establishing key decision points and the decision makers . . . 271

6.5 Establishing outcomes, budgets and constraints 276

6.6 Organising the PD Process 287

6.7 Managing the PD Process 299

6.8 Company organisation for product development 307

6.9 References 314

7 Case studies: product development in the food system 317

7.1 Primary production: creating a new apple variety 319

7.2 Development of Thai mango products and their competitive advantage in export markets 327

7.3 Industrial products: PD Process and management for whey proteins 332

7.4 Consumer products: new products and a new platform in variety sauces 340

7.5 Some brief comments on the case studies 345

7.6 Acknowledgements 346

7.7 References 347

8 Improving the product development process 348

8.1 Key messages 349

8.2 Evaluating product development 352

8.3 Innovation metrics 358

8.4 Striving for continuous improvement 364

8.5 References 369

Index 371

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