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Key messages

Strategic new product development (NPD) is central to the survival of many companies and gives direction to future innovative activities. Based on the research in Module I, a learning resource has been developed with focus on the process from idea generation to product commercialization. It also describes how NPD ideally combines both marketing strategy and technical development and how this process can be controlled.

Pork product quality is important to consumers. Their expectations of quality are based on cues such as price, brand and information about process attributes. Taste, tenderness, healthiness and convenience, for example, are further important quality attributes that cannot be inferred before actual consumption. Today's consumer pays great attention to good health, convenience, sustainability and ethics. Consequently, these trends are included as case studies in the learning resource 'Strategic New Product Development'.