Overview
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.
- | Author: Klaus Günter Grunert
- | Publisher: Springer
- | Publication Date: Sep 17, 2011
- | Number of Pages: 242 pages
- | Binding: Paperback or Softback
- | ISBN-10: 1461284333
- | ISBN-13: 9781461284338
