“We must have the wrong consumers” – a case study on new food product development failure

Abstract

Purpose – The aim of this paper is to investigate, in detail, an unsuccessful food development project that took place in 2008-2010. The case is studied from the viewpoint of an interpretive paradigm. This article concentrates on constructing the critical elements that led to a food development project failure. The plan was to have a traditional Finnish dish updated and introduced as a mass produced high-end convenience food. The project included new convenience food development, packaging design, consumer market research and a sensory study to back up the food product development on behalf of a newly established company. Theoretical grounds for the case are based on the new product development (NPD) research process in the food sector. Design/methodology/approach – The method applied is an explorative single within-case study. The research data were mainly obtained from qualitative materials that ranged from marketing plans to case study field notes compiled by the researchers. Quantitative data were also obtained from various types of materials but to a lesser extent. Findings – The results of the study show that the failure of new product development was connected to the factors identified in classic NPD research. In addition, five phenomena that contributed to product development failure were constructed: path-dependency; “information condensations”; the illusion of mutual knowledge and understanding; practices of problem definition; and window-of-opportunity effects. The results are presented in a form of analytical generalisation that can be applied, with certain restrictions, to other contexts for new food product development. Originality/value – Failure rates of NPD have remained the same for the last 30 years in the food sector. Failed NPD projects can be valuable assets for the food industry when properly analysed. Examination of successful NPD projects has provided valuable lists of success factors, but knowledge on phenomena having an effect on NPD failure is needed.