Contents Preface Part I Introduction I Keys to new product success and failure 3 1. 1 Food products- the basis of innovation 1.2 Measures of product success and failure 1.3 Key factors in product success 16 1.4 Product development process: the basis for success 1.5 Managing for product success 1.6 Relating to consumers and markets: the key product success 1.7 Knowledge of society, industry and technology 32 1.8 Product development management in the food industry 1.9 Basis and structure of the book 1.10 References 38 Part II Key requirements for successful product development 43 2 Developing an innovation strategy 2.1 Possibilities for innovation 2.2 Incorporating innovation into the business strategy 2.3 Building up the innovation strategy 2.4 Getting the innovation strategy right 6960 2.5 Focusing the product development programme 2.6 Developing the product development strategy
Preface ix 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
vi Contents 7 Planning the product development program nme 2.8 References 3 The product development process 3.1 Product strategy 96 3.2 Product design and process development l11 3.3 Product commercialisation l18 3.4 Product launch and evaluation 123 3.5 in product development 3.6 Where is the product development process going? 144 3.7 References 146 4 The knowledge base for product development 4. 1 Technology, knowledge and the food system 150 4.2 Knowledge management or knowledge navigation 4.3 Necessary knowledge for product development 4.4 Tacit knowledge in product development 176 owledge in product developme 4.6 References 192 5 The consumer in product development 5. 1 Understanding consumer behaviour 195 5.2 Understanding food choice 5.3 Consumers'avoidance and acceptance of new products 207 5.4 Integrating consumer needs and wants in product development 209 food product developI 219 5.6 Consumers in Stage 1: Product strategy development 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 50 5.10 References 253 Part Ill Managing and improving product development 6 Managing the product development process 1 Principles of product development management 230 6.2 People in product development management 6.3 Designing the pd process 267 6.4 Establishing key decision points and the decision makers 6.5 Establishing outcomes, budgets and constraints 276 6 Organising the PD Process 6.7 Managing the PD Process 6.8 Company organisation for product development 6.9 References 314
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
Contents vii 7 Case product development in the food system ...... 317 ry production: creating a new apple variety 7.2 lopment of Thai mango products and their competitive advantage in export marke 327 7.3 Industrial products: PD Process and management for 332 7.4 Consumer products: new products and a new platform In variety sauces 7.5 Some brief comments on the case studies 7.6 Acknowledgements 346 7.7 References 347 8 Improving the product development process 8.1 Key messages 49 8.2 Evaluating product development 8.3 Innovation metrics 8.4 Striving for continuous improvement 364 8.5 References Index 371
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 Contents vii
