Department of Management

Consumer oriented new product development

Research output: Contribution to book/anthology/report/proceedingEncyclopedia entryResearchpeer-review

  • Hans C.M. van Trijp, Marketing and Consumer Behavior Group, Wageningen University, Netherlands
  • Klaus G Grunert
New product development is a necessary activity for a company’s competitiveness, profitability and growth. However, new product development is a risky activity as a large percentage of new product introductions fail to achieve their commercial targets. The present chapter reviews the existing evidence on new product success and failure factors. From that it introduces the perspective of consumer-oriented new product development as a way to balance new technological opportunity against identified consumer needs and desires.
Original languageEnglish
Title of host publicationEncyclopedia of Agriculture and Food Systems
EditorsNeal van Alfen
Number of pages25
Publication year2014
Publication statusPublished - 2014

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