Abstract
This paper builds upon a review of relevant marketing, consumer science and innovation management literature to introduce the concept of consumer-led new product development and describe its main implementation stages. The potential shortcomings of this concept's application in European food industry are described. Contrary to previous optimistic views, it is put forward that without significant changes taking place in the mindset of the organizations involved in Europe's food R&D, the way forward for consumer-led innovation strategies in the agri-business sector will be long and hard.
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