MARKET SUCCESS OF PREMIUM PRODUCT INNOVATION: EMPIRICAL EVIDENCE FROM THE GERMAN FOOD SECTOR

Kevin T. McNamara, Christoph Weiss and Antje Wittkopp
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Kevin T. McNamara: Dept. of Agricultural Economics, Krannert Building, R.610, Purdue University, West Lafayette, Indiana 47907-2056, USA
Antje Wittkopp: Dept. of Food Economics & Consumption Studies, University of Kiel, Olshausenstr. 40, 24118 Kiel, Germany

Chapter 8 in Marketing Trends for Organic Food in the 21st Century, 2004, pp 127-140 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractIt is well documented that a large share of new products does not survive the first year in the market. Research reported in this paper examined the relationship between product quality and innovation success. In contrast to existing product innovation research that focused on industrial goods, this study used food product data in a 2002 German food manufacturing firm survey. Results suggest that premium quality increases a firm's new product introduction success rate. Furthermore, larger firms tend to have higher success rates. Intensity of competition and retailers' market power reduce firms' new product introduction success rate.

Keywords: Market Research; Marketing Strategies; Marketing Mix; Purchasing Behavior; Strategic Marketing (search for similar items in EconPapers)
JEL-codes: M11 (search for similar items in EconPapers)
Date: 2004
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Working Paper: Market Success of Premium Product Innovation: Empirical Evidence from the German Food Sector (2003)
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