A Consumer Based Approach Towards New Product Development through Biotechnology in the Agro-Food Sector
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This chapter analyses the topic of new product development (NPD) with the help of genetic manipulation technology in the agrifood sector. The analysis moves along 3 dimensions: the technology itself; the substrate of technology; and the consumers' reaction towards biotechnology. The analysis begins with an introduction to the concept of consumer-oriented NPD followed by an overview of the quality function deployment (QFD) process. Relevant issues of QFD and of consumer-oriented NPD are then adapted to genetic modification for food production, and some key issues related to consumer orientation are outlined. The chapter then shifts to technology, summarizing the current state of affairs of genetic manipulation with regard to plants and food production. The technology is then transposed to the consumers' side by the deployment of technology into consumer benefits using the methodology of the 'house of quality'. The goal is to identify the additional value and investigate under which conditions this is realized by the consumer. At the end of the chapter, relevant issues of QFD and of consumer-oriented NPD are confronted with key findings of a survey conducted using specific product scenarios with German consumers.