Concept Research in Food Product Design and Development - Sebastiano Porretta

В книге Concepts Research in Food Product Design и Development автор Себастьяно Порретта объясняет, что концепции играют ключевую роль в разработке и маркетинге продуктов и услуг. Они являются основой для этих продуктов и услуг, но на уровне потребителей, а не на техническом уровне. Хорошая концепция продукта может помочь сделать продукт успешным, направляя разработчиков и рекламу в правильном направлении. Однако существует недостаток как практических, так и научных знаний о том, как создавать и оценивать концепции. Было мало или вообще не уделялось внимания созданию базы знаний для концепций. Разработка концепций слишком часто сводится к так называемому “размытому фронту”. Эта книга исправляет это невнимание к концепциям продуктов, предоставляя уникальный подход к концепциям как для бизнес-профессионалов, так и для научных исследователей. Книга начинается с простых принципов концепций, переходит к методам тестирования концепций и затем переходит к более существенным областям, таким как установление валидности, тестирование на международном уровне и с детьми, создание баз данных и продажа в

Concepts are crucially important tools for designing and developing products and services and they represent the blueprint of consumers' perception, despite being formulated at the consumer-level rather than the technical one. Good product concepts can maximize a product's chances of success by driving the appropriate decisions between developers and marketer initiation. However, the existing knowledge around how to incorporate and evaluate these concepts is lacking both narratively and methodologically. There is hardly any focus on the establishment of a theoretical framework for product concepts, with concept development routinely found within the realm of the "fuzzy front-end." This chapter closes this gap with Concept Research in Food product Design and Developmen.

Электронная Книга «Concept Research in Food Product Design and Development» написана автором Sebastiano Porretta в году.

Минимальный возраст читателя: 0

Язык: Английский

ISBN: 9780470289990

Concepts are critical for the development and marketing of products and services. They constitute the blueprint for these products and services, albeit at the level of consumers rather than at the technical level. A good product concept can help make the product a success by guiding developers and advertising in the right direction. Yet, there is a dearth of both practical and scientific information about how to create and evaluate concepts. There has been little or no focus on establishing knowledge bases for concepts. Concept development is too often relegated to the so-called “fuzzy front end.” Concept Research in Food Product Design and Development remedies this inattention to product concepts by providing a unique treatment of concepts for the business professional as well as for research scientists. The book begins with simple principles of concepts, moves forward to methods for testing concepts, and then on to more substantive areas such as establishing validity, testing internationally and with children, creating databases, and selling in new methods for concept testing. The book combines a “how to” business book with a detailed treatment of the different facets of concept research. As such, the book represents a unique contribution to business applications in food, and consumer research methods. The book is positioned specifically for foods, to maintain a focus on a coherent set of topics. Concept Research in Food Product Design and Development appeals to a wide variety of audiences: R&D, marketing, sensory analysts, and universities alike. Corporate R&D professionals will learn how to create strong concepts. Marketers will recognize how concepts are at the heart of their business. Sensory analysts will find the book a natural extension of their interest in product features. University students will understand how concept research is a critical part of the “consumer-connection.” Concept Research in Food Product Design and Development is the definitive, innovative text in describing how to create, analyze, and capitalize upon new product concepts.