Lorraine L. Niba

Developing new food products that deliver value to the customer requires integrated efforts between different functional units. Cross-functional integration between the research and development (R&D) and marketing units is particularly crucial in innovation to meet emerging market needs and trends. In fact, experimental evidence indicates that cross-functional cooperation between R&D and marketing is a key success factor in new product development. In reality, however, most marketing and…

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In This Article

  1. Food Product Development