Integrating the Consumer into New Product Development
To successfully cope with the immense risk, high failure rates, and ever-increasing costs of new product development requires a paradigm shift involving “higher-order” involvement of consumers in the development process
The food industry relies heavily on new products to rejuvenate and maintain its business. New product development (NPD) is the lifeblood of any industry (Nuese, 1995), especially the food industry (Best, 1991; Hoban, 1998). It now commonly accepted that NPD is the only path that the food company can follow for long-term survival in the ever-growing competitive market.
This may explain why in the United States alone, approximately 20,000 food products are introduced yearly (Adams, 1997), although …
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