Innovation in new product development is a key factor in
determining the success of a food company yet the area is fraught
with risk, with failure rates in excess of 90% being common. Using
a series of 12 European cases studies, this book examines the
innovation process from agriculture through to retailer. Each
example highlights a different aspect of innovation, and the
lessons that can be learned from experience. It considers the
important role that marketing as well as technical aspects play in
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