Products and Process Innovation in the Food Industry

by Bruce Traill (Author), Bruce Traill (Author), Klaus Günter Grunert (Author)

• New

  Hardcover
  1997

  $174.94

  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 per cent 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.