Managerial Capability for product development of agricultural processed food

2016 Fiscal Year Final Research Report

• Project/Area Number: 25870109
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Agricultural science in management and economy; Agricultural science in rural society and development
• Research Institution: Utsunomiya University
• Principal Investigator: Sugita Naoki 宇都宮大学, 農学部, 准教授 (40594487)
• Project Period (FY): 2013-04-01 – 2017-03-31
• Keywords: 農業経営 / イノベーション / 製品開発

Outline of Final Research Achievements

The purpose of this study is to characterize product development of agricultural processed food. Investigations of some food and agricultural companies derive some implications. Agricultural processed food product development is divided into demand-pull and technology-push product development. Downstream firms tend to select demand-pull development. On the other hand, upstream corporations tend to select technology-push development. In the demand-pull development, an important problem is recipe development to realize the concept for market needs. On the other hand, in the technology-push development, the main issue is market entry and sales strategy.

Free Research Field

農産物マーケティング