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Welcome to this learning resource on Strategic New Product Development!

Many companies are struggling with challenges when developing new food products. Why certain products succeed and others fail is often related to the development process.

This learning resource is a general description of the process for new product development (NPD) with implications for the European pork sector.

It includes a description of the importance of developing an innovation strategy and relating to that strategy in the product development process in order to compete more efficiently.

The process is described from idea generation to commercialization, see Figure 1. Also described are the ways in which the product development process and the marketing plan can be integrated, and how the NPD process can be monitored.

Figure 1. New product development process (adapted from Cooper, 1990, 2008, 2009).