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Marketing research and new product development success in Thai food processing

Author

Listed:
  • Prisana Suwannaporn

    (Department of Food Science and Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand. E-mail: fagipss@ku.ac.th)

  • Mark Speece

    (School of Management, Asian Institute of Technology, P.O. Box 4, Klong Luang, Pathumthani 12120, Thailand. E-mail: speece@ait.ac.th)

Abstract

Marketing plays an important role in new product development (NPD) through several mechanisms. One is crossfunctional communication and collaboration so that marketing issues are integrated into the NPD process. Another is the strategic orientation of NPD, which includes marketing strategy issues such as customer orientation and market fit. Third, marketing research plays a specific role, as it provides the information and knowledge which marketing brings into its NPD roles. We show that use of marketing research is the most important determinant of higher NPD success in Thailand's food processing industry. Crossfunctional communication is also an important success factor, but strategy and planning elements are not very critical in this industry in Thailand. [EconLit classification: M310; Q130.] © 2003 Wiley Periodicals, Inc. Agribusiness 19: 169-188, 2003.

Suggested Citation

  • Prisana Suwannaporn & Mark Speece, 2003. "Marketing research and new product development success in Thai food processing," Agribusiness, John Wiley & Sons, Ltd., vol. 19(2), pages 169-188.
    • Handle: RePEc:wly:agribz:v:19:y:2003:i:2:p:169-188
    DOI: 10.1002/agr.10047
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    References listed on IDEAS

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    1. Karakaya, Fahri & Kobu, Bulent, 1994. "New product development process: An investigation of success and failure in high-technology and non-high-technology firms," Journal of Business Venturing, Elsevier, vol. 9(1), pages 49-66, January.
    2. Marian Garcia Martinez & Jim Burns, 1999. "Sources of technological development in the spanish food and drink industry. A “supplier-dominated” industry?," Agribusiness, John Wiley & Sons, Ltd., vol. 15(4), pages 431-448.
    3. Suwannaporn, Prisana & Speece, Mark, 1998. "Organization Of New Product Development In Thailand' Food Processing Industry," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 1(2), pages 1-32.
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    1. Rodriguez, Jenny Mairena Herrera & Gómez, Lina María Otálora & Rueda, Oscar Mauricio Lozano, 2020. "La innovación en marketing de las empresas agroindustriales de la Provincia de Sugamuxi," Revista Tendencias, Universidad de Narino, vol. 21(2), pages 45-62, July.

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