Go/no-go criteria during grocery brand development

Stagg, Chris, Saunders, John and Wong, Veronica (2002). Go/no-go criteria during grocery brand development. Journal of Product and Brand Management, 11 (7), pp. 459-482.


Past research into new product screening criteria have largely centered on industrial new products. This study investigates the criteria that managers use for screening and evaluating new grocery products or brands. Theory suggests that the branding, promotional, and trade needs of grocery brands mean that screening criteria for grocery product development will differ from those applied to industrial goods. Our methodology departs from earlier research in gathering information on the accept/reject criteria during new product development rather than examining the reasons for success and failure after launch. The results endorse many findings from the extant literature on new product development. However, we highlight a set of factors that new product managers regard as important to the go/no-go decision in new grocery product or brand development that differs significantly from previous studies. From a research perspective, our study findings make an important contribution to the field by developing measurement scales for addressing NPD in the grocery sector.

Publication DOI: https://doi.org/10.1108/10610420210451643
Divisions: Aston Business School > Marketing & strategy
Uncontrolled Keywords: brands,consumers,new product development,Strategy and Management,Management of Technology and Innovation
Full Text Link: http://www.emer ... 610420210451643
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2002
Authors: Stagg, Chris
Saunders, John
Wong, Veronica

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