New learning resource in the field of product development - 08.02.2010

A new electronic learning resource that can be used for students and business has been developed and uploaded at the teaching and training platform www.porktraining.org

Strategic new product development (NPD) is central for the survival of many companies and gives direction to future innovation activities. Based on the research in Module I, a learning resource has been developed together with PhD student Jens Kügler from MAPP (Centre for Research on Customer Relations in the Food Sector). The learning resource focuses on the process from idea generation to product commercialisation. It also describes how NPD ideally combines both marketing strategy and technical development and how this process can be controlled.

Pork product quality is important for consumers. Their quality expectations are based on cues such as price, brand, taste, healthiness, convenience and information about production and process attributes. Today's consumer pays much attention to healthiness, convenience, sustainability and ethics. Q-PorkChains conduct research on every of these attributes and consequently, they are included as case studies in the learning resource

"Strategic New Product Development".