The Product Innovation Process

The current issue and full text archive of this ledger is available at www.emeraldinsight.com/0959-6119.htm Quick- helper The product innovation make of restaurant chains quick-service restaurant chains Michael C. Ottenbacher Heilbronn University, Heilbronn, Germany, and 523 Received 20 may 2008 Revised 24 July 2008, 23 September 2008 Accepted 24 September 2008 Robert J. Harrington University of Arkansas, Fayetteville, Arkansas, USA Abstract Purpose This paper aims to outline the innovation bear upon activities described by quick-service restaurant (QSR) managers and to compare it with an earlier QSR process model and with those used in other food service settings. Design/methodology/approach Six semi- merged interviews with QSR chain executives in the USA were conducted to better understand the underlying factors and dimensions that describe successful innovation process practices. Findings For new QSR menu innovations, the using teams watch over a structured approach to reduce the likelihood of chastening due to issues such as poor consumer demand or implementation. QSR screen new food innovations approximately ?ve times during the education process.

Furthermore, todays QSR innovation process integrates more ripe market research technology and a post-audit is carried out later on the new food concept has been launched. In comparison with studies of Michelin-starred chefs QSR development teams use an approach that is much more explicitly structured as a whole due to the larger surpass roll-out as well as greater cross-functional and regional differences to require in the QSR setting. Research limitations/implications The study was conducted in only whizz country and on a small sample. Based on an analysis of the ?ndings, the innovation development process of QSR can be broken down into 13 main steps. Compared with earlier cordial reception innovation studies, the process in this setting includes multiple screenings for high-risk... If you motive to get a full essay, order it on our website: Orderessay

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