Despite the rapid surge of new product introductions into the
grocery product distribution system, relatively little is known
about the process and acceptance criteria of trade buyers. In this
work, Edward McLaughlin and Vithala Rao examine the crucial role
played by trade buyers, and its place in the success of new product
introduction. Their study integrates scholarly research and
industry information as it explores the various processes used by
manufacturers and trade intermediaries in developing and
introducing new products.
The book begins with a background survey of the overall
structure of U.S. grocery distribution, along with a discussion of
the key participants in new product introduction and their standard
operating procedures. A broad framework for analyzing new product
introductions is presented, and various methodologies that are
useful in the process are explained. This is followed by an account
of the extensive research conducted by the authors, focusing on new
product acceptance by trade buyers, and drawn from three sources:
publicly available information, survey data of actual buyer
decisions, and buyer decisions based on hypothetical descriptions
of new products. The statistical results on the relative importance
of decision criteria are used to develop several management tools,
including an expert system. The work concludes with a discussion of
the implications of these results for marketing managers,
procurement executives, and public policy makers. This book will be
an important reference tool for practitioners involved in product
procurement, as well as for students of marketing and sales.
General
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