0000000000993365
AUTHOR
Luis Guerrero
Innovation in Traditional Food Products
International audience; Innovation is widely accepted as one of the keys to being successful. However, companies can innovate and still fail if markets fail to accept the innovation. In most cases, the acceptance of an innovation depends on the innovation itself and also on the product to which it is applied. In this chapter acceptance of different innovations in traditional food products is investigated, thus focusing on the definition of the "traditional" and "innovation" concepts from the consumer's perspective. Qualitative and quantitative approaches are combined to better understand and predict the possibilities of success when applying different generic and specific innovations in tra…
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