New Food Product Development From Concept to Marketplace THIRD EDITION CRC Press
Taylor & Francis Group
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Trang 8Contents Preface Acknowledgments Author 1 What Is New Food Product Development? 1 11 Introduction 1 1⁄22 Defining and Characterizing New Food Products 2 1⁄21 New Products 2 Line Extension: 3 Repositioned Product: 6 New Form of Existing Products 7 Reformulation of Existing Products 7 New Packaging of Existing Product: 8 Innovative Product: 0 Creative Products 1 Genetically Modified Products 1 1.2.2 Customers and Consumers 2 1.2.3 Added Value 3 1.24 Markets and Marketplaces 4 1.3 Marketing Characteristics of New Products 5 1.3.1 Product Life Cycles 8
1.3.2 Profit Picture 9
14 Why Undertake New Food Product Development? 20 1.41 The “Why” of “Why Undertake New Product
Development2“ -25 14.1.1 Corporate Avenues for Growth and Profitability 1.4.1.2 Opportunities in the Marketplace for New Product Development 14.1.3 Technological Advances Driving New Product Development 14.1.4 Government's Hand in Influencing New Product Development a 2 The New Product Development Team: Company Organization
Trang 9viii 2.2 23 24 25 2.6 What Are the Sources for New Product Ideas 3.1 3.2 Contents Organizing for Product Development
2.2.1 Organizing for “the What”: The Physical Plant 2.2.2 | Organizing for Whom: The Human Side 2.2.3 Organization and Management
2.24 Creativity: Thinking Differently Research for Creativity: What Is It? 2.3.1 | Characterizing Research
2.3.2 Organizing for Creative Research 2.3.2.1 The “Unhabitual” as a Tool in
2.3.2.2 Cross-Functionality in Product Development 2.3.2.3 Fluidity as an Organizational Tool in Creativity Constraints to Innovation 2.4.1 The Corporate Entity 24.11 Risk Capital 24.1.2 Company Eg: 24.2 Communication 2.4.2.1 Multiplant Communication 24.2.2 Technology: Its Management and Transfer 24.23 Personnel Issues
The New Product Development Team Phases in New Product Development Getting Ideas -1 General Guidelines for Ideas
3.1.2.1 The Many Marketplace:
3.1.3 Getting to Know Them: General Techniques 3.1.3.1 Census and Economic Data 3.1.3.2 The Fallacy of Privacy
3.3 Data Mining
3.1.3.4 The Internet: Social Networking, Blogging,
Tweeting, and All That Buzz
3.1.3.5 Just Looking and Being There
3.1.3.6 Using Acquired Knowledge to Source Ideas 3.1.3.7 Using Retailer/Distributor/Manufacturer
Interfaces for Ideas
3.1.3.8 Other Environments as Sources of Ideas 3.1.3.9 Internal Sources of Ideas for Development Criteria for Screening Ideas
Trang 10Contents ix
3.2.2 Applying the Criteria -«««e 120 3.2.2.1 Reality of New Product Development Ideas 3.2.2.2 Caution about Copy-Cat Products 4 Strategy and the Strategists 41 Strategy 4.1.1 Defining the Compam 42 The Strategists 4.21 An Involved
4.2.2 Shaping the Company’s Objectives
4.2.2.1 Company Objectives That Shape Product Development soos 4.2.2.2 Sanctioned Espionage or Competitive
Intelligence?
4.2.2.3 Benchmarking a 4.3 Finance Department: The Cautionary Hand in Development
4.3.1 Finance's Not So Passive Role in Development 43.2 Financial Realities of Product Development 43.2.1 Slotting Fees 43.22 Financial Criteria 4.3.3 Financial Tools 43.3.1 Comparing Costs with Anticipated Revenues 4.3.3.2 Probability Index 146 43.3.3 Other Tools 147 44 Strategy: Marketing's Perspective 147 44.1 Marketing's Functions 442 Market Research 443 Time: A Critical Element in Marketing Planning and Development
444 Nature of Market Information
445 Qualitative and Quantitative Market Research
Information 44.5.1 Focus Groups
44.5.2 Beyond Focus Groups: Neuromarketing— Invading the Consumer’s Inner Space 44.6 Marketing’s War Room
44.7 Marketing and Sales Departments 448 Marketability and Marketing Skill: 449 Summary
5 The Tacticians: Their Influence in Product Development 5.1 Science and Technology in Action