Consumer Research in the Early Stages of New Product...

Consumer research in the early stages of new product development Issues and applications in the food domain Ellen van Kleef Promotor: Co-promotor: prof. dr. ir. J.C.M. van Trijp Hoogleraar in de marktkunde en het consumentengedrag Wageningen Universiteit dr. ir. P.A. Luning Universitair docent Leerstoelgroep Productontwerpen en Kwaliteitskunde Wageningen Universiteit Promotiecommissie: prof. dr. ir. M.A.J.S. van Boekel, Wageningen Universiteit, Nederland prof. dr. K.G. Grunert, The Aarhus School of Business, Denmark prof. dr. C.M.J. van Woerkum, Wageningen Universiteit, Nederland prof. dr. J.P.L. Schoormans, Technische Universiteit Delft, Nederland Dit onderzoek is uitgevoerd binnen de onderzoekschool VLAG (Voeding,†¦show more content†¦Chapter 4 illustrates the problem of successful functional food innovation. This chapter provides insight in a number of strategic decisions that have to be taken in the early stages of the development process in relation to health claim formulation, segment determination and product selection. Chapter 5 provides a comprehensive conceptual and empirical comparison of internal and external preference analysis. In addition to a comparison on statistical criteria, this study explicitly takes the end-user perspective into account by comparing both techniques on various end-user criteria. The final empirical chapter in this thesis (chapter 6) studies the added value of the innovation templates approach in generating and screening new product ideas. Chapter 7 summarizes the results of the previous chapters and describes the limitations of this thesis. Overall, the results of this thesis contr ibute to the better recognition of the importance of consumer research in early stages of new product development and suggest methodologies that could support effective marketing-RD interfacing early in the process. Voorwoord De vroege fase in de ontwikkeling van nieuwe producten is van cruciaal belang voor het uiteindelijke succes van een product. Dit is echter geen makkelijke fase, omdat vele mogelijkheden nog open liggen en keuzes gemaakt moeten worden. Hetzelfde geldt voor het schrijven van een proefschrift. Het valt niet altijd mee om de juiste onderzoeksvragen teShow MoreRelatedSwot Analysis-Pfizer1401 Words   |  6 Pagespharmaceutical and consumer products company, which discovers, develops, manufactures, and markets medicines for humans and animals. 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