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Effects of consumer behaviour on innovations in fast food industry

Author

Listed:
  • Mindaugas Laužikas

    (ISC Paris Business School, France)

  • Hailee Tindale

    (ISC Paris Business School, France)

  • Lukas Tranavičius
  • Emilis Kičiatovas

Abstract

The purpose of this study is to examine effects of consumer behaviour on innovation commercialization among fast food restaurants via the analysis of restaurant selection criteria in the Lithuanian fast food market. In today’s global economic competitive environment where innovation is becoming more important, companies need to successfully manage innovations in order to ensure their competitive advantage, exploit new markets and attract customers. There is extensive research in the area of innovation (for instance, Schumpeter, 1934; Drucker, 2002; Lundvall, 2004; Freeman, 1982; Alam and Perry, 2002; Berghman, 2008; Ottenbacher, 2007, 2008 and etc.); however, the literature on the impact of consumer behaviour on commercialization of innovation is not well-established. The paper is innovative and relevant due to the selected fast food industry for analysis. It addresses the question: how does consumer behaviour contribute to innovation processes in the fast food industry and what are the ways to optimize the innovation performance, based on consumer needs? Fast food could be considered as an innovation itself. Nowadays it is not enough to just provide a fast food. Companies need to innovate in order to attract new customers – there is a new trend of healthy fast food, where requirements for fast food companies are very high. The present paper overviews and compares the academic literature on innovation, various classifications of innovation types and innovation process. It also presents the specific trends and issues of the EU system of innovation, choosing the Lithuanian case due to its sensitivity to transformation and rapid improvements, and only then it evolves into a quantitative survey-based study on fast food; restaurant selection criteria.

Suggested Citation

  • Mindaugas Laužikas & Hailee Tindale & Lukas Tranavičius & Emilis Kičiatovas, 2015. "Effects of consumer behaviour on innovations in fast food industry," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 3(1), pages 85-103, September.
    • Handle: RePEc:ssi:jouesi:v:3:y:2015:i:1:p:85-103
    DOI: 10.9770/jesi.2015.3.1(8)
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    References listed on IDEAS

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    1. Bengt-Åke Lundvall, 2002. "Innovation, Growth and Social Cohesion," Books, Edward Elgar Publishing, number 2466.
    2. Avimanyu Datta, 2011. "An Integrative Model to Explain the Ability to Commercialize Innovations: Linking Networks, Absorptive Capacity, Ambidexterity and Environmental Factors," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 2(2), pages 2-22, June.
    3. Mary M. Crossan & Marina Apaydin, 2010. "A Multi‐Dimensional Framework of Organizational Innovation: A Systematic Review of the Literature," Journal of Management Studies, Wiley Blackwell, vol. 47(6), pages 1154-1191, September.
    4. Avimanyu Datta & Richard Reed & Len Jessup, 2013. "Commercialization of innovations: an overarching framework and research agenda," American Journal of Business, Emerald Group Publishing Limited, vol. 28(2), pages 147-191, October.
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    Cited by:

    1. Mindaugas Kiškis & Tadas Limba & Gintarė Gulevičiūtė, 2016. "Business value of Intellectual Property in Biotech SMEs: case studies of Lithuanian and Arizona’s (US) firms," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 4(2), pages 221-234, December.
    2. Abderahman Rejeb & Alireza Abdollahi & Karim Rejeb & Mohamed M. Mostafa, 2023. "Tracing knowledge evolution flows in scholarly restaurant research: a main path analysis," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2183-2209, June.
    3. Manuela Tvaronavičienė, 2016. "Entrepreneurship and energy consumption patterns: case of hoseholds in selected countries," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 4(1), pages 74-82, September.

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    More about this item

    Keywords

    innovation; commercialization; fast food industry; consumer behavior; restaurant selection criteria;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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