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Products and Process Innovation in the Food Industry
Klaus Günter Grunert
W. Bruce Traill
出版
Springer Science & Business Media
, 2012-12-06
主題
Technology & Engineering / Food Science / General
Technology & Engineering / Chemical & Biochemical
ISBN
1461311330
9781461311331
URL
http://books.google.com.hk/books?id=HETuBwAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
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.