3rd year PhD presentation - Lina Jacobsen

Improving New Food Product Success through Interaction: Integration of consumer insight in the innovation process

2016.11.11 | Merete Elmann

Date Tue 13 Dec
Time 10:00 12:00
Location Room 1325-242, Department of Management, Aarhus BSS, Aarhus University


Tuesday 13 December, Lina Jacobsen will present her PhD project at 10:00 in room 1325-242. The title is:  

Improving New Food Product Success through Interaction: Integration of consumer insight in the innovation process

 

Everyone is welcome!

 

Food companies must constantly develop products in order to stay competitive in the market. The key factor for product success is to have a superior product as perceived by consumers emphasising the need for food companies to integrate information on consumer needs and wants in the NPD process. This highlights two important communication flows: 1) consumer information flowing from consumers to companies, and 2) dissemination of the information within the company between relevant functions. This thesis explores these two important requirements for bringing consumer needs and NPD closer together by answering the question: how to improve the integration of consumer insight information in the NPD process through increased interaction? Paper 1 and 2 concern consumers’ motivation to become part of the NPD process by interaction with companies and/or fellow consumers in virtual communities. Paper 3 and 4 address the inclusion of consumer information in the NPD process by optimisation of cross-functional communication. 

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