Strategic New Product Development

The second Learning Resource (LR2) developed for Q-PorkChains has a focus on new product development.

This learning resource is based on research from Module I.

This learning resource provides information on new product development with special focus on the pork sector.

 

Development and change are natural in companies that want to grow and achieve a strong position in the market. Strategic new product development (NPD) is the motor of sustainable success for every firm and therefore is central for the survival of many companies. NPD starts by generating a pool of new product ideas and continues by developing the most promising ones step by step into successful products, taking into account all strategic considerations.

 

Based on Module I research, a learning resource has been developed with focus 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 and information about process attributes. Taste, tenderness, healthiness and convenience, for example, are further important quality attributes that cannot be inferred before actual consumption.

 

Trends develop in the food industry according to what is hip in the eye of consumers, but also with respect to emerging needs and requirements in society and the natural environment. Today’s consumer pays much attention to healthiness, convenience, sustainability and ethics. Consequently, these trends are included as case studies in the learning resource.

 

Go to the resource at porktraining.org

 

Outline

This learning resource provides knowledge about the strategic new product development process. It is described from idea generation to commercialisation with economic, technical and practical perspectives. The intention of the learning resource is to give an understanding of the concept, information about company strategy and understanding of how the company strategy will affect new product development.

 

The learning resource includes

• Objectives and learning goals for different target groups
• Firm strategy
• Introducing the NPD process
• Idea generation
• Concept development
• Business analysis
• Product development
• Product testing
• Launch (commercialisation)
• Post-launch review (controlling)
• And references

Go to the resource at porktraining.org