An investigation of new product introductions in the Danish food industry: survey findings

This paper reports on a firm-level empirical study of new food product introductions. It aims to measure features of new product introduction and uses associated data about the firms to model the process. The paper addresses the Danish food industry, which although thought to be highly innovative at an industry and organisational level, has not been examined at the firm level in this connection. Finally, the paper targets the role of government and its means and potential to bring about change. New products have been afforded considerable recent importance at the industry and firm level, as well as being an accelerant of regional development. The food industry has until recently been viewed as a consumer of new technologies, with innovation that is limited to applications that come from beyond its borders. However, new interpretations of product innovation, along with organisational change in the food marketing chain, reveal a more dynamic and creative picture. The current paper uses a database from a recent survey of Danish firms (131 valid responses, a 30% response rate) in food retail, processing and distribution to investigate the introduction frequency and form of new products, their place in branding and overall strategy, and firms' perceived barriers to such introductions. Past empirical investigation of innovation and new product introduction in the food industry has been limited by a shortage of metrics and reliable data. Further, very little firm-level data has been used, with the preference being for case-studies at executive level, or a focus on the products. The current paper focuses on firms' characteristics and the role they play in determining well-defined elements of new product development.