Products and Process Innovation in the Food Industry
- Publish Date: 1997-05-31
- Binding: Hardcover
- Author: Klaus Gnter Grunert;W. Bruce Traill
Innovation in new product development is a key factor in determining the success of a food company yet the area is fraught with risk, with failure rates in excess of 90% being common. Using a series of 12 European cases studies, this book examines the innovation process from agriculture through to retailer. Each example highlights a different aspect of innovation, and the lessons that can be learned from experience. It considers the important role that marketing as well as technical aspects play in the process.