新产品成功和失败的钥匙英文(pdf 39页)

The aim of this chapter is to identify the important factors in food product
development to be studied in detail in the succeeding chapters. Firstly the
different groups of food products are identified as a basis for organising product
strategy. Then the published research on the factors in product failure and
product success in all types of industries is used to identify the key factors in
food product development. This leads into the management of product
development at three different levels:
1. Business strategy.
2. Product development programme.
3. Product development project.
Finally specific aspects of food product development are identified as the basis
of the book, and the structure of the book is outlined.
1.1 Food products – the basis of innovation
What are food products? What are new food products? Everyone agrees that a
food is material eventually consumed by humans to satisfy physiological and
psychological needs, but the food company and the consumer can have quite
different descriptions of the food product presented for sale. The company
defines a basic functional product to which it has added packaging, aesthetics,
brand, price and advertising, to give a total company product. The consumer
describes the product as a bundle of benefits, relating its tangible and intangible
attributes to their needs, wants and behaviour. For a basic food product, for
example flour, the description can be simple and pragmatic, but for products
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