Abstract
Innovation and differentiation are key success factors that allow companies to target themost profitable niches of their market. The purpose of this research is to present a detailedempirical study of Small and Medium Enterprises (SMEs) and Multinational Enterprises(MNEs) as they actively pursue new product development in order to acquire a competitiveadvantage based on differentiation. The research provides an in-depth analysis of theemerging products in the dairy industry, using well-established managerial theories and referringto a national contest (Italy) where the dynamicity of the SMEs is well known worldwideand the investments in R&D are chronically below the European average. This studyinvestigates a highly advanced segment of the yogurt market that has registered the largestgrowth in recent years. Furthermore, a significant presence of new products proposed bylocal SMEs and large MNEs provides a unique environment for a comparative analysis ofcompetition and innovationRiferimenti bibliografici
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Fuller, G. W. (1994). New food product development from concept to marketplace. USA: CRC Press.
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IHA Italia (2008), Consumi nelle famiglie 2007, Roma.
ISTAT (2004), Censimento dell’industria e dei servizi, Roma.
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Knox, B., Parr, H., Bunting, B. (2001). Model of ‘best practice’ for the food industry. Proceedings of the British Nutrition Society, 60, 169a.
Kotler, P. (1999). Marketing Management; The Millennium Edition, Prentice Hall International, New Jersey.
Krishnan, V., Eppinger, S. D., Whitney, D. E. (1997). A model based framework to overlap product development activities. Management Science, 43, 437–451.
Kristensen, K., Ostergaard, P., Juhl, H. J. (1998). Success and failure of product development in the danish food sector. Food Quality and Preference, 9, 333–342.
Mark-Herbert, C. (2003). Development and Marketing Strategies for Functional Foods. AgBioForum, 6: 75-78.
Matsuno, K., Mentzer, J.T. (2000). The effects of strategy type on the market orientation performance relationship, Journal of Marketing, 64: 1-16.
McDaniel, Stephen W., Kolari J.W.(1987). Marketing Strategy Implications of the Miles and Snow Strategic Typology, Journat of Markeling. 51 (October), 19-30.
Mckee, D.O., Varadarajan, P.R., Pride, W.M. (1989). Stratigic adaptibility and firm performance: a market-contingent perspective, Journal of Marketing, 53(3): 21-35.
Miles, R. E., Snow, C.C. (1978). Organizational Strategy, Structure, and Process. New York: McGraw-Hill.
Rudder, A., Ainsworth, P., Holgate, D. (2001). New food product development: strategies for success. British Food Journal, 103, 657–671.
Snow. C. C., Hrebiniak L.G. (1980), Strategy, Distinctive Competence, and Organizational Perfonnance.” Administrative Science Quarterly. 25 (June), 317-36.Stewart-Knox, B., Mitchell,
P. (2003), What separets the winners from the losers in new food product development,Trends in Food Science and Technologies, 14, 58-64.
Storper, M., (1993), Regional worlds of production: leraning and innovation in the technology districts of France, Italy and USA, Regional Studies, 27(5), 433-455.
Subramanian, A., Nilakanta, S. (1996), Organizational innovativeness: Exploring the relationship between organizational determinants of innovation, types of innovations, and measures of organizational performance, OmegaVolume, 24, Issue 6, 631-647.
Belussi, F., Pilotti, L. (2002), Knowledge creation, learning and innovation in Italian industrial districts, Geografiska Annaler, 84(2), 125-139.
Bjorn, T.A. (1996), Industrial districts as learning regions: a condition for prosperity, European Planning Studies, 4(4), 379-400.
Bryan A. L. (1999), Strategic Type, Market Orientation, and the Balance between Adaptability and Adaptation, Journal of Business ResearchVolume 45, Issue 2, 147-156.
Chesbrough, H.W. (2003). The Era of Open Innovation. MIT Sloan Management Review, Spring.
Dahan, E., Hauser, J. R. (2001) Product development—managing a dispersed process. In B. Weitz, R. & Wensley, (Eds.) Handbook of marketing, (http://mitsloan.mit.edu/vc/).
Databank (2000), Yogurt e dessert a base di latte.Ford, D., Sternman, J. (1998). Dynamic modelling of product development processes.Systems Dynamics Review, 14, 31–68.
Fuller, G. W. (1994). New food product development from concept to marketplace. USA: CRC Press.
Hambrick, Donald C. (1982). Environmental Scanning and Organizational Strategy, Strategic Management Journal, 3 (2), 159-74.
Hoban, T. J. (1998). Improving the success of new product development, Food Technology, 52, 46–49.
IHA Italia (2008), Consumi nelle famiglie 2007, Roma.
ISTAT (2004), Censimento dell’industria e dei servizi, Roma.
Jenkins, S., Forbes, S., Durrani, T. S., Banerjee, S. K. (1997). Managing the product development process—(part II: case studies). International Journal of Technology Management, 13,
379–394.
Katz, F. (1998). How major core competencies affect development of hot new products. Food Technology, 52, 46–50 & 52.
Knox, B., Parr, H., Bunting, B. (2001). Model of ‘best practice’ for the food industry. Proceedings of the British Nutrition Society, 60, 169a.
Kotler, P. (1999). Marketing Management; The Millennium Edition, Prentice Hall International, New Jersey.
Krishnan, V., Eppinger, S. D., Whitney, D. E. (1997). A model based framework to overlap product development activities. Management Science, 43, 437–451.
Kristensen, K., Ostergaard, P., Juhl, H. J. (1998). Success and failure of product development in the danish food sector. Food Quality and Preference, 9, 333–342.
Mark-Herbert, C. (2003). Development and Marketing Strategies for Functional Foods. AgBioForum, 6: 75-78.
Matsuno, K., Mentzer, J.T. (2000). The effects of strategy type on the market orientation performance relationship, Journal of Marketing, 64: 1-16.
McDaniel, Stephen W., Kolari J.W.(1987). Marketing Strategy Implications of the Miles and Snow Strategic Typology, Journat of Markeling. 51 (October), 19-30.
Mckee, D.O., Varadarajan, P.R., Pride, W.M. (1989). Stratigic adaptibility and firm performance: a market-contingent perspective, Journal of Marketing, 53(3): 21-35.
Miles, R. E., Snow, C.C. (1978). Organizational Strategy, Structure, and Process. New York: McGraw-Hill.
Rudder, A., Ainsworth, P., Holgate, D. (2001). New food product development: strategies for success. British Food Journal, 103, 657–671.
Snow. C. C., Hrebiniak L.G. (1980), Strategy, Distinctive Competence, and Organizational Perfonnance.” Administrative Science Quarterly. 25 (June), 317-36.Stewart-Knox, B., Mitchell,
P. (2003), What separets the winners from the losers in new food product development,Trends in Food Science and Technologies, 14, 58-64.
Storper, M., (1993), Regional worlds of production: leraning and innovation in the technology districts of France, Italy and USA, Regional Studies, 27(5), 433-455.
Subramanian, A., Nilakanta, S. (1996), Organizational innovativeness: Exploring the relationship between organizational determinants of innovation, types of innovations, and measures of organizational performance, OmegaVolume, 24, Issue 6, 631-647.
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