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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
Contents
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
vi Contents
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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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
Contents
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
vi Contents
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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