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may be related to another basic assumption in economic psychology:
that the human capacity to process information from the environment
is limited, and that the kind of optimal use of that information
postulated in many economic theories is therefore not possible. The
research methods used are mainly geared towards empirical research,
and there mostly towards survey research and experimentation.
Experimentation involves most often simulated behaviour in a
laboratory, which allows the experimental manipulation of possible
causes of behaviour which would not be possible in real life.
Survey research is the most widely used instrument for
investigating real-world behaviour, with all its caveats about
establishing causal explanations. Several introductory books (e. g.
, Fumham & Lewis, 1986; Lea, Tarpy, & Webley, 1987; van
Raaij, van Veldhoven, & Wlimeryd, 1988) and articles (e. g. ,
van Raaij, 1979; Wiswede, 1988) have appeared recently, which try
to give an overview of the field of economic psychology, and which,
in varying degrees, demonstrate the three foundations of economic
psychology just mentioned. Others have concentrated on certain
subtopics, such as the psychology of the labour market (e. g. ,
Baxter, 1988; Pelzmann, 1986).
As in many other sectors, in agribusiness major changes are taking
place. On the demand side, consumers are changing lifestyles,
eating and shopping habits, and increasingly are demanding more
accommodation of these needs in the supermarket. With regard to the
supply: the traditional distribution channel dominators -
manufacturers of branded consumer products - are trying hard to
defend their positions against retailers, who gather and use
information about the consumer to streamline their enterprises and
strengthen their ties with the consumer. The agricultural
producers, meanwhile, face increased regulations with regard to
food additives, pesticides, and herbicides. Pressures rise as their
business becomes more specialized and capital-intensive than that
of their predecessors. Finally, the larger political climate is not
so favorable to agriculture, which now has to compete in the global
market without significant government support. This title describes
and interprets changes in the domain of agriculture and food. The
contributors develop the theme of taking an interdisciplinary
approach to coping with these changes, using concepts and methods
developed in general marketing, which are adapted so as to apply to
the particular characteristics of the food and agriculture sector.
This book is published to honor the distinguished career of
Professor Mathew T.G. Meulenberg from Wageningen Agricultural
University, on the occasion of his retirement in September 1996. As
a scientist, teacher, and advisor to the agribusiness and the
government, Professor Meulenberg has made an important contribution
to the development of marketing, inside and outside the domain of
agriculture.
In the fall of 1990, the Danish government started a comprehensive
research pro gramme to improve the competitiveness of the Danish
food sector: The Research and Development Programme in the Danish
Food Sector (Det F Ildevareteknologiske Forsk nings- og
Udviklingsprogram, F0TEK). The programme was based on a combination
of basic research to be carried out by universities and other
research institutions, and a series of collaboration projects
between researchers and food companies. The programme was
originally designed as a technological research programme. However,
in the planning phases of the research programme, the view that the
development of new technologies and products may not be sufficient
to improve competitiveness made some ground. A small comer of the
overall research effort was therefore set aside for market-oriented
research. This comer was filled by the research programme
Market-based process and product innovation in the food sector
(MAPP). MAPP was a joint research programme in which researchers
from several Danish universities and business schools participated;
it was coordinated by the Aarhus School of Business. MAPP set out
to achieve a difficult task: to conduct high quality research on
various aspects of the marketing of food products, to do so in
cooperation with food companies, and to win under standing and
recognition from the colleagues in the food technology
departments."
Innovation in new product development is a key factor in
determining the success of a food company yet the area is fraught
with risk, with failure rates in excess of 90% being common. Using
a series of 12 European cases studies, this book examines the
innovation process from agriculture through to retailer. Each
example highlights a different aspect of innovation, and the
lessons that can be learned from experience. It considers the
important role that marketing as well as technical aspects play in
the process.
Professor Folke 0lander celebrates his 70th birthday the 21st of
July 2005. With this "Festschrift," Folke 01ander7s colleagues and
collaborators over the years want to honour him and to express
their appreciation of his life-long contribution to - search,
especially research within the themes reflected in the title of
this volume: Consumers, Policy and the Environment. Having
established close collaboration with European economic psychology's
grand old man, Karl-Erik Warneryd, already during his PhD study,
Folke 0lander became an active contributor to the development of
economic psychology as a - search field in Europe. When the
International Association for Research in E- nomic Psychology
(IAREP) was founded in 1982, Folke Olander was present, and he was
president of IAREP in 1989- 199 1. Folke 0lander has played an
equally - fluential role in European and international consumer
policy research. Together with Gerhard Scherhorn and Norbert Reich,
he was a founding editor of the Journal of Consumer Policy in 1977,
a position he has held until 2005. Folke 0lander has also been very
active in Nordic consumer policy and in Nordic consumer research
since the 70s. He played a crucial part in the Nordic workshop
"Consumer and - ciety" in 1978 and organized the workshop on "Road
to consumer influence" in Helsinki in 1986. He has been a member of
the Nordic Consumer Committee under the Nordic Council of Ministers
since 1994.
Professor Folke 0lander celebrates his 70th birthday the 21st of
July 2005. With this "Festschrift", Folke 01ander7s colleagues and
collaborators over the years want to honour him and to express
their appreciation of his life-long contribution to - search,
especially research within the themes reflected in the title of
this volume: Consumers, Policy and the Environment. Having
established close collaboration with European economic psychology's
grand old man, Karl-Erik Warneryd, already during his PhD study,
Folke 0lander became an active contributor to the development of
economic psychology as a - search field in Europe. When the
International Association for Research in E- nomic Psychology
(IAREP) was founded in 1982, Folke Olander was present, and he was
president of IAREP in 1989- 199 1. Folke 0lander has played an
equally - fluential role in European and international consumer
policy research. Together with Gerhard Scherhorn and Norbert Reich,
he was a founding editor of the Journal of Consumer Policy in 1977,
a position he has held until 2005. Folke 0lander has also been very
active in Nordic consumer policy and in Nordic consumer research
since the 70s. He played a crucial part in the Nordic workshop
"Consumer and - ciety" in 1978 and organized the workshop on "Road
to consumer influence" in Helsinki in 1986. He has been a member of
the Nordic Consumer Committee under the Nordic Council of Ministers
since 1994.
As in many other sectors, in agribusiness major changes are taking
place. On the demand side, consumers are changing lifestyles,
eating and shopping habits, and increasingly are demanding more
accommodation of these needs in the supermarket. With regard to the
supply: the traditional distribution channel dominators -
manufacturers of branded consumer products - are trying hard to
defend their positions against retailers, who gather and use
information about the consumer to streamline their enterprises and
strengthen their ties with the consumer. The agricultural
producers, meanwhile, face increased regulations with regard to
food additives, pesticides, and herbicides. Pressures rise as their
business becomes more specialized and capital-intensive than that
of their predecessors. Finally, the larger political climate is not
so favorable to agriculture, which now has to compete in the global
market without significant government support. This title describes
and interprets changes in the domain of agriculture and food. The
contributors develop the theme of taking an interdisciplinary
approach to coping with these changes, using concepts and methods
developed in general marketing, which are adapted so as to apply to
the particular characteristics of the food and agriculture sector.
This book is published to honor the distinguished career of
Professor Mathew T.G. Meulenberg from Wageningen Agricultural
University, on the occasion of his retirement in September 1996. As
a scientist, teacher, and advisor to the agribusiness and the
government, Professor Meulenberg has made an important contribution
to the development of marketing, inside and outside the domain of
agriculture.
may be related to another basic assumption in economic psychology:
that the human capacity to process information from the environment
is limited, and that the kind of optimal use of that information
postulated in many economic theories is therefore not possible. The
research methods used are mainly geared towards empirical research,
and there mostly towards survey research and experimentation.
Experimentation involves most often simulated behaviour in a
laboratory, which allows the experimental manipulation of possible
causes of behaviour which would not be possible in real life.
Survey research is the most widely used instrument for
investigating real-world behaviour, with all its caveats about
establishing causal explanations. Several introductory books (e. g.
, Fumham & Lewis, 1986; Lea, Tarpy, & Webley, 1987; van
Raaij, van Veldhoven, & Wlimeryd, 1988) and articles (e. g. ,
van Raaij, 1979; Wiswede, 1988) have appeared recently, which try
to give an overview of the field of economic psychology, and which,
in varying degrees, demonstrate the three foundations of economic
psychology just mentioned. Others have concentrated on certain
subtopics, such as the psychology of the labour market (e. g. ,
Baxter, 1988; Pelzmann, 1986).
In the fall of 1990, the Danish government started a comprehensive
research pro gramme to improve the competitiveness of the Danish
food sector: The Research and Development Programme in the Danish
Food Sector (Det F Ildevareteknologiske Forsk nings- og
Udviklingsprogram, F0TEK). The programme was based on a combination
of basic research to be carried out by universities and other
research institutions, and a series of collaboration projects
between researchers and food companies. The programme was
originally designed as a technological research programme. However,
in the planning phases of the research programme, the view that the
development of new technologies and products may not be sufficient
to improve competitiveness made some ground. A small comer of the
overall research effort was therefore set aside for market-oriented
research. This comer was filled by the research programme
Market-based process and product innovation in the food sector
(MAPP). MAPP was a joint research programme in which researchers
from several Danish universities and business schools participated;
it was coordinated by the Aarhus School of Business. MAPP set out
to achieve a difficult task: to conduct high quality research on
various aspects of the marketing of food products, to do so in
cooperation with food companies, and to win under standing and
recognition from the colleagues in the food technology
departments."
Innovation in new product development is a key factor in
determining the success of a food company yet the area is fraught
with risk, with failure rates in excess of 90% being common. Using
a series of 12 European cases studies, this book examines the
innovation process from agriculture through to retailer. Each
example highlights a different aspect of innovation, and the
lessons that can be learned from experience. It considers the
important role that marketing as well as technical aspects play in
the process.
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