Bøger af W. Bruce Traill

Innovation in new product development is a key factor in determining the success of a food company yet the area is fraught with risk, with failure rates in excess of 90% being common. Using a series of 12 European cases studies, this book examines the innovation process from agriculture through to retailer. Each example highlights a different aspect of innovation, and the lessons that can be learned from experience. It considers the important role that marketing as well as technical aspects play in the process.

A review of the current thinking on competitiveness. Issues raised will be addressed through six European case studies, chosen to provide representation in terms of food product sector, orientation and country type.