Concept optimisation in innovation through conjoint analysis: a market-oriented approach to designing new functional beverages.

摘要

The objectives of this study were to identify the optimal extrinsic and intrinsic attributes for a range of chilled nutrient-enriched orange juice beverages; and to evaluate the contribution of advanced concept optimization research techniques to new product design and the strategic marketing of innovative functional beverages. A conjoint-based survey was administered to 400 orange juice purchasers in both Dublin and Cork between May and September 2004. The results suggested that firms should not rely solely on functionality to leverage a competitive advantage when developing functional beverages. Advanced concept optimization research techniques contribute towards effective knowledge management in the new product development (NPD) process.