Better communication for successful food technology development: A Delphi study
AbstractDespite developments in technology, design and marketing, many new food products are not successfully commercialised. Communication between key players with different expertise (food technologists, consumers scientists, end consumers, etc.) seems crucial to improve food technology development, respond better to consumer wishes and reduce innovation failures. In this study, preliminary results of a Delphi survey aiming to identify opinions and priorities of various key players regarding the elaboration of an effective communication strategy during food product development are presented. Survey participants were recruited from an ad-hoc online community and personal contacts from different areas of expertise and sectors. Results revealed that disciplinary differences constitute an important barrier to such communication, and these may relate to both theoretical and linguistic differences between communities. Inadequate communication between consumer scientists and food technologists is commonly (but not unanimously) regarded as a barrier to inclusion of consumer science data into product development. The problems include insufficient, ineffective and excessively late engagement and also non-engagement between actors. Some clear gaps between the perceptions of consumer scientists and food technologists exist, for example consumer scientists were more likely to agree that food technologists find it difficult to interpret consumer information, whereas food technologists were more likely to agree that consumer information is not specific enough for them to use. Given those identified barriers, it is important to explicitly recognise inter-disciplinary communication as a success factor in food development projects, with, e.g., the establishment of multi-disciplinary teams, and to improve knowledge and awareness of each other’s subject.
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Bibliographic InfoPaper provided by Italian Association of Agricultural and Applied Economics (AIEAA) in its series 2013 Second Congress, June 6-7, 2013, Parma, Italy with number 151597.
Date of creation: Jun 2013
Date of revision:
food product development; communication; food technology; consumer science; Delphi; Agribusiness; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Marketing; Teaching/Communication/Extension/Profession; C83; D83; M10; O32; Q16;
Find related papers by JEL classification:
- C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
- D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search, Learning, and Information
- M10 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - General
- O32 - Economic Development, Technological Change, and Growth - - Technological Change; Research and Development; Intellectual Property Rights - - - Management of Technological Innovation and R&D
- Q16 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - R&D; Agricultural Technology; Biofuels; Agricultural Extension Services
This paper has been announced in the following NEP Reports:
- NEP-AGR-2013-07-05 (Agricultural Economics)
- NEP-ALL-2013-07-05 (All new papers)
- NEP-MKT-2013-07-05 (Marketing)
- NEP-PPM-2013-07-05 (Project, Program & Portfolio Management)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Rowe, Gene & Wright, George, 1999. "The Delphi technique as a forecasting tool: issues and analysis," International Journal of Forecasting, Elsevier, vol. 15(4), pages 353-375, October.
- Elisabeth Deutskens & Ko de Ruyter & Martin Wetzels & Paul Oosterveld, 2004. "Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study," Marketing Letters, Springer, vol. 15(1), pages 21-36, 02.
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