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.

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.

International competitiveness is a prime concern of food industries and governments around the world as they have come to recognize that freer markets pose new threats and offer new opportunities. This book provides a review of the current thinking on competitiveness, encompassing ideas from Porter's "Diamond of Competitive Advantage", Balassa's "Revealed Comparative Advantage", Dunning's analysis of international business, Italian analysis of industrial districts and Boston Consulting Group approaches. Issues raised will be addressed through six European case studies, chosen to provide representation in terms of food product sector, orientation and country type.