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Cited by 15

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

To Launch or Not to Launch: An Empirical Estimate of New Food Product Success Rate

Salnikova, Ekaterina, Baglione, Stephen L., Stanton, John L.·2019·Journal of Food Products Marketing
DOI 10.1080/10454446.2019.1661930
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Abstract

New product introduction is one of the most important activities for a company’s growth. It is generally accepted that new product introductions are essential to the health of food companies. Yet, many believe that most new products fail, therefore discouraging companies to introduce some new products. However, most of the estimates suggesting high failure rates are either anecdotal or qualitative. This article provides a quantitative approach to measuring new product success rates for food products and to show the relationship between the success of new product and entry strategies. This article uses a quantitative approach to measuring product success/failure exclusively for food products. The authors contend that failure rates for food products are not nearly as low, and success rates much higher than it was previously established in the literature and perceived by the industry professionals. There was a significant variability of success rates between various food groups ranging from 58% for both fruit and vegetables and desserts and ice-cream categories to 88% for baby food. Success rates also varied among the different introductory strategies of the new food products, ranging from 50% for new packaging to 75% for re-launch strategies.Academics and practitioners usually quote very low success rates for new products based on subjective and/or strictly qualitative information. This empirical quantitative research shows that success rates for food products are much higher t…

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Citations

Cites

Research works printed but not linked: 25

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Metadata

Authors
Salnikova, E., Baglione, S. L., & Stanton, J. L.
Affiliations
  • MAPP program, University of Aarhus, Aarhus, Denmark
  • Donald R. Tapia College of Business, Saint Leo University, Saint Leo, Florida, USA
  • Department of Food Marketing, Saint Joseph’s University, Philadelphia, Pennsylvania, USA
Venue
Journal of Food Products Marketing
Publisher
Informa UK Limited
Published
2019-09-02
Volume
25
Issue
7
Pages
771-784
ISSN
  • 1045-4446
  • 1540-4102
DOI
10.1080/10454446.2019.1661930
Cited by
15
References
2
Language
en

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