Challenges in product adoption

The study was undertaken to develop a detailed understanding of the inhibitions to the adoption of new products in the food manufacturing and food ingredients industries. The timely sale of the first products can mean the difference between success and financial failure. The implications of the stud...

Full description

Saved in:
Bibliographic Details
Published in:Journal of strategic marketing 2003-09, Vol.11 (3), p.187-200
Main Authors: Deacon, Jonathan H, Forrester, Michael, Cole, Suzanne
Format: Article
Language:English
Subjects:
food
NPD
product adoption
relationships
SME
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The study was undertaken to develop a detailed understanding of the inhibitions to the adoption of new products in the food manufacturing and food ingredients industries. The timely sale of the first products can mean the difference between success and financial failure. The implications of the study, both literature review and primary research, demonstrate that instead of concentrating resource on perceived risk reducing activities consideration should be given to producing a more positive emotional state through promoting enduring involvement with respect to post-modern aspects. A new marketing model is proposed to guide organisations and primarily SMEs in the food ingredients industry. This illustrates a process, which encourages their customers to develop enduring relationships and involvement throughout the development of the ingredients/products. The strategic implications of word-of-mouth communication are also considered.
ISSN:0965-254X
1466-4488
DOI:10.1080/0965254032000133458