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Determinanten des Innovationserfolgs: eine Analyse mit Scannerdaten für den deutschen Joghurtmarkt

Listed author(s):
  • Herrmann, Roland
  • Schröck, Rebecca

Ein hohes Maß an Produktdifferenzierung kennzeichnet viele Märkte der Agrar- und Ernährungswirtschaft, ebenso ein zunehmender Wettbewerb unter dem Einfluss von Globalisierung und der weiteren Liberalisierung der Agrarmärkte. Umso wichtiger wird es für Unternehmen, ihre Marktanteile auf gesättigten Märkten zu sichern und die Produktpreise und dadurch die Unternehmensumsätze durch innovative Produktkonzepte zu stabilisieren. In diesem Beitrag wird anhand eines Marktes mit hoher Produktdifferenzierung, dem deutschen Joghurtmarkt, mit Hilfe von Scannerdaten aufgezeigt, welche Bestimmungsgründe den Erfolg von Produktinnovationen erklären können. Innovationserfolg wird gemessen als Umsatz, den ein neues Produkt im ersten Jahr nach der Einführung in einer definierten Zahl von Geschäften erzielt. Die Untersuchung konzentriert sich dabei nur auf das Marktsegment erfolgreicher Produkte – alle ausgewählten Produkte waren nach 12 Monaten noch am Markt vertreten – und vergleicht den Innovationserfolg dieser erfolgreichen Produkte untereinander. Multiple Regressionsanalysen zeigen, dass die Umsatzvariation zwischen 41 neuen Produkten zu mehr als 90 % mit Inhaltsstoffen und weiteren Produktcharakteristika, mit Eigenheiten der Vertriebswege, mit Innovationsmerkmalen und mit den Namen der Herstellerfirmen erklärt werden kann. Interessanterweise ist es weniger der in hedonischen Analysen oft hervorgehobene Preisaufschlag durch die Produktdifferenzierung, der Innovationen besonders erfolgreich macht. Vielmehr erweisen sich die absatzsteigernden Effekte der Innovationsdeterminanten als noch bedeutsamer für den Innovationserfolg. A high degree of product proliferation is characteristic for many markets of processed foods, as is an increasing competition due to globalization and a further liberalization of agricultural markets. It seems increasingly important to secure market shares and sectoral income on unregulated food markets, e.g. by the successful introduction of new food products. It is the objective of this article to elaborate for a market with a high degree of product differentiation, i.e. the German yoghurt market, which determinants may affect the success of product innovations. To examine this question, scanner data are utilized. The success of innovations is measured by the revenue reached within a year after the introduction of a new product in a specified number of stores. As all selected products remained on the shelves for at least 12 months after their introduction, we compare product innovations with a minimum degree of market success among each other. Multiple regression analyses reveal that the variation of revenues across 41 new products can be explained by more than 90 % with ingredients and other attributes of the products, with the type of the marketing channel, with characteristics of the innovations and dummy variables for the names of the manufacturing firms. Interestingly, it is not so much the price premium of an innovation that matters as it is often stressed in hedonic analyses. According to our success criterion, it is more important to realize a sizeable share of the market in order to create a particularly successful new product.

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File URL: http://purl.umn.edu/169848
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Article provided by Journal of International Agricultural Trade and Development in its journal Journal of International Agricultural Trade and Development.

Volume (Year): 60 (2011)
Issue (Month): 3 ()
Pages:

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Handle: RePEc:ags:joiatd:169848
Contact details of provider: Web page: http://www.ndsu.nodak.edu/ndsu/miljkovi/

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  3. Ward, Clement E. & Lusk, Jayson L. & Dutton, Jennifer M., 2008. "Implicit Value of Retail Beef Product Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(3), December.
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  6. Teuber, Ramona, 2010. "Estimating the Demand for Sensory Quality – Theoretical Considerations and an Empirical Application to Specialty Coffee," Journal of International Agricultural Trade and Development, Journal of International Agricultural Trade and Development, vol. 59(3).
  7. Nganje, William E. & Kaitibie, Simeon & Wachenheim, Cheryl J. & Acquah, Emmanuel T. & Matson, Joel & Johnson, Grant, 2008. "Estimating Price Premiums for Breads Marketed as “Low-Carbohydrate Breadsâ€," Journal of Food Distribution Research, Food Distribution Research Society, vol. 39(2), July.
  8. Athanasios Krystallis & Michalis Linardakis & Spyridon Mamalis, 2010. "Usefulness of the discrete choice methodology for marketing decision-making in new product development: an example from the European functional foods market," Agribusiness, John Wiley & Sons, Ltd., vol. 26(1), pages 100-121.
  9. Kamien,Morton I. & Schwartz,Nancy L., 1982. "Market Structure and Innovation," Cambridge Books, Cambridge University Press, number 9780521293853, October.
  10. Cohen, Wesley M. & Levin, Richard C., 1989. "Empirical studies of innovation and market structure," Handbook of Industrial Organization,in: R. Schmalensee & R. Willig (ed.), Handbook of Industrial Organization, edition 1, volume 2, chapter 18, pages 1059-1107 Elsevier.
  11. Claudia Roder & Roland Herrmann & John Connor, 2000. "Determinants of new product introductions in the US food industry: a panel-model approach," Applied Economics Letters, Taylor & Francis Journals, vol. 7(11), pages 743-748.
  12. Cordero, Rene, 1990. "The measurement of innovation performance in the firm: An overview," Research Policy, Elsevier, vol. 19(2), pages 185-192, April.
  13. Kubitzki, Sabine & Anders, Sven M., 2005. "Branchenspezifische Besonderheiten im Innovationsverhalten des Ernährungsgewerbes: Eine empirische Analyse des Mannheimer Innovationspanels," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 54(2).
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