By Christien Enzing
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Additional info for Product innovation in the Dutch food and beverage industry: A study on the impact of the innovation process, strategy and network on the product's short- and long-term market performance
It provides a clear set of objectives for the development process on the basis of which this process can proceed more efficiently (Cooper, 1993). In our study we focus on market- and technology-related upfront activities. , 1972; Cooper and Hlafeck, 1975; Cooper, 1980; Hopkins, 1981; Maidique and Zirger, 1984). , 2001; Dahan and Hauser, 2001). Important upfront activities through which technology-related resources get involved in the innovation process are, for instance, preliminary technical assessment and checking of patents (Schmidt, 1995; Zirger, 1997).
6). 067). The unexpected high success rate of both new and improved products in our sample compared to what is found in the literature might reflect the method we have used for the identification of new products. The products were selected by the editorial board of the professional journals. It can be assumed that they have chosen products which are worth being announced or mentioned as these are interesting new products with a good chance of being successfully marketed or are interesting improvements on existing products.
Short-term market performance stands for the financial and market impact of the product one and a half years after it was announced in the trade journals. It was measured through a combination of two indicators: impact of the product on the company’s market share and on the company’s turnover. Both were measured using a 3-point Likert scale (no change, small increase, large increase in market share/company turnover due to product introduction on the market). The value of the indicator ‘Short-term market performance’ is the average of the scores on the two indicators: low performance stands for no change, medium performance for small increase and high performance for large increase.