INNOVATION IN PRODUCT DEVELOPMENT FOR THE MARKET READY MADE DESSERTS: THE CASE OF LAFFRIOLÉE
DOI: 10.5585/rai.v7i1.391
Keywords:
Innovation, Development and Launch of New Products, Food Service Market, Small and Medium Size Enterprises.Abstract
The purpose of this study is to identify the role of innovation and practices which are based on the Development and Launch of New Products-DLNP in Small and Medium Enterprises – SMEs. This article examines whether these procedures are guided by some sort of process shown in academic literature. The segment chosen was the dessert ready market-driven food service that has shown solid growth in recent years. For this purpose, we chose Laffriolée Desserts Company whose DLNP practices were investigated through a case study. We found that the company sought to be innovative, developing a product that relates to new lifestyles and social practices, but leveraging the distribution channels already in place, competitive prices and its own sales force. In addition, we gained a competitive advantage through the use of their tools of integrated marketing.Downloads
Download data is not yet available.
Downloads
Published
2010-05-21
Issue
Section
Artigos
License
• O(s) autor(es) autoriza(m) a publicação do artigo na revista;
• O(s) autor(es) garante(m) que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);
• A revista não se responsabiliza pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);
• É reservado aos editores o direito de proceder ajustes textuais e de adequação do artigos às normas da publicação.
How to Cite
INNOVATION IN PRODUCT DEVELOPMENT FOR THE MARKET READY MADE DESSERTS: THE CASE OF LAFFRIOLÉE DOI: 10.5585/rai.v7i1.391. (2010). INMR - Innovation & Management Review, 7(1), 21-40. https://revistas.usp.br/rai/article/view/79157