Challenges in product adoption

Abstract

The study was undertaken to develop a detailed understanding of the inhibitions to the adoption of new products in the food manufacturing and food ingredients industries. The timely sale of the first products can mean the difference between success and financial failure. The implications of the study, both literature review and primary research, demonstrate that instead of concentrating resource on perceived risk reducing activities consideration should be given to producing a more positive emotional state through promoting enduring involvement with respect to post‐modern aspects. A new marketing model is proposed to guide organisations and primarily SMEs in the food ingredients industry. This illustrates a process, which encourages their customers to develop enduring relationships and involvement throughout the development of the ingredients/products. The strategic implications of word‐of‐mouth communication are also considered.

Keywords:

• SME
• product adoption
• NPD
• relationships
• food