Managing Customer Knowledge During the Concept Development Stage of the New Food Product Development Process

Abstract

New product development (NPD) is a knowledge-intensive process where the generation of new ideas and concepts requires detailed knowledge of both products and customers. The high reported failure rates for innovative functional beverages suggest an inability to manage customer knowledge effectively as well as a lack of knowledge management between functional disciplines involved in the NPD process. This research explored the concept of managing customer knowledge at the early stages of the NPD process, through the use of advanced concept optimization methods, and applied it to the development of a range of functional beverages. A conjoint-based survey was administered to 400 customers in Ireland. This research identified 2 hypothetical functional beverage concepts with high levels of customer acceptance. Managing customer knowledge during the concept development stage of the NPD process can assist firms overcome customer acceptance issues associated with innovative products. Methodologies that advance both a firm's understanding of customers' choice motives and value systems can increase the chances of new product success in international food and beverage markets.