Managing customer knowledge during the concept development stage of the new food product development process

Joe Bogue and Douglas Sorenson

No 10078, 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece from European Association of Agricultural Economists

Abstract: New product development (NPD) is a knowledge intensive process where the generation of new ideas and concepts requires detailed knowledge of both products and customers. The high reported failure rates for innovative functional beverages suggest an inability to manage customer knowledge effectively, as well as a lack of knowledge management between functional disciplines involved in the NPD process. This research explored the concept of managing customer knowledge at the early stages of the NPD process, through the use of advanced concept optimisation methods, and applied it to the development of a range of functional beverages. A conjoint - based survey was administered to four hundred customers in Ireland. This research identified two hypothetical functional beverage concepts with high levels of customer acceptance. Managing customer knowledge during the concept development stage of the NPD process can assist firms overcome customer acceptance issues associated with innovative products. Methodologies that advance both a firm's understanding of customers' choice motives and value systems, and its knowledge management process, can increase the chances of new product success in international food and beverage markets.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 18
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae98:10078

DOI: 10.22004/ag.econ.10078

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