Integration of marketing research data in new product development. Case study: Food industry company
Sharenkova, Aleksandra (2015)
Pro gradu -tutkielma
Sharenkova, Aleksandra
2015
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2015092213672
https://urn.fi/URN:NBN:fi-fe2015092213672
Tiivistelmä
The aim of this master’s thesis is to provide a real life example of how marketing
research data is used by different functions in the NPD process. In order to
achieve this goal, a case study in a company was implemented where gathering,
analysis, distribution and synthesis of marketing research data in NPD were
studied. The main research question was formulated as follows: How is marketing
research data integrated and used by different company functions in the NPD
process?
The theory part of the master’s thesis was focused on the discussion of the
marketing function role in NPD, use of marketing research particularly in the food
industry, as well as issues related to the marketing/R&D interface during the NPD
process. The empirical part of the master’s thesis was based on qualitative
explanatory case study research. Individual in-depth interviews with company
representatives, company documents and online research were used for data
collection and analyzed through triangulation method.
The empirical findings advocate that the most important marketing data sources at
the concept generation stage of NPD are: global trends monitoring, retailing audit
and consumers insights. These data sets are crucial for establishing the potential
of the product on the market and defining the desired features for the new product
to be developed. The findings also suggest the example of successful crossfunctional
communication during the NPD process with formal and informal
communication patterns. General managerial recommendations are given on the
integration in NPD of a strategy, process, continuous improvement, and motivated
cross-functional product development teams.
research data is used by different functions in the NPD process. In order to
achieve this goal, a case study in a company was implemented where gathering,
analysis, distribution and synthesis of marketing research data in NPD were
studied. The main research question was formulated as follows: How is marketing
research data integrated and used by different company functions in the NPD
process?
The theory part of the master’s thesis was focused on the discussion of the
marketing function role in NPD, use of marketing research particularly in the food
industry, as well as issues related to the marketing/R&D interface during the NPD
process. The empirical part of the master’s thesis was based on qualitative
explanatory case study research. Individual in-depth interviews with company
representatives, company documents and online research were used for data
collection and analyzed through triangulation method.
The empirical findings advocate that the most important marketing data sources at
the concept generation stage of NPD are: global trends monitoring, retailing audit
and consumers insights. These data sets are crucial for establishing the potential
of the product on the market and defining the desired features for the new product
to be developed. The findings also suggest the example of successful crossfunctional
communication during the NPD process with formal and informal
communication patterns. General managerial recommendations are given on the
integration in NPD of a strategy, process, continuous improvement, and motivated
cross-functional product development teams.