Food product development

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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .