Consumer Research in the Early Stages of New Product Development

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Consumer research in the early stages of new product development
Issues and applications in the food domain

Ellen van Kleef

Promotor:

Co-promotor:

prof. dr. ir. J.C.M. van Trijp Hoogleraar in de marktkunde en het consumentengedrag Wageningen Universiteit dr. ir. P.A. Luning Universitair docent Leerstoelgroep Productontwerpen en Kwaliteitskunde Wageningen Universiteit

Promotiecommissie:

prof. dr. ir. M.A.J.S. van Boekel, Wageningen Universiteit, Nederland prof. dr. K.G. Grunert, The Aarhus School of Business, Denmark prof. dr. C.M.J. van Woerkum, Wageningen Universiteit, Nederland prof. dr. J.P.L. Schoormans, Technische Universiteit Delft, Nederland

Dit onderzoek is uitgevoerd binnen de onderzoekschool VLAG (Voeding, Levensmiddelentechnologie, Agrobiotechnologie en Gezondheid)

Consumer research in the early stages of new product development
Issues and applications in the food domain

Ellen van Kleef

Proefschrift ter verkrijging van de graad van doctor op gezag van de rector magnificus van Wageningen Universiteit prof. dr. M.J. Kropff in het openbaar te verdedigen op vrijdag 6 januari 2006 des namiddags te half twee in de Aula

Van Kleef, Ellen Consumer research in the early stages of new product development. Issues and applications in the food domain/Ellen van Kleef PhD-thesis, Wageningen University. – With ref. – With summary in Dutch ISBN: 90-8504-330-1

Voor Muji en Rima

Abstract
New products that deliver added consumer value contribute significantly to the success of companies. In the numerous studies of new product performance over the years, consensus has developed that understanding consumer needs is of paramount strategic value, especially in the early stages of the product development process. During these early stages, the product has not yet been specified and the aim is to search for novel product ideas from a marketing and technological perspective. Despite their importance, several studies indicate that



References: 1 minimally (Wind and Mahajan, 1997) Product characteristics Many studies have found that the factor that best distinguishes new product success from failure is a superior product in the eyes of the consumer (Ottum and Moore, 1997) Requirements for effective consumer research for opportunity identification in NPD By definition, innovation consists of doing something new (Baker, 1992)

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