Improving the new product development using big data: a case study of a food company
ISSN: 0007-070X
Article publication date: 17 September 2019
Issue publication date: 23 October 2019
Abstract
Purpose
Recently, the concept of big data (BD) has evolved and started to play an essential role in the advancement of new product development (NPD) in various sectors contributing to value creation, idea generation and competitive advantage. However, limited research has been done on how the food industry can exploit BD to improve the processes involved in NPD. The purpose of this paper is to understand the use of BD in new food product development. It helps to find relevant information and integrate sustainability to the early stages of the NPD process in the food industry.
Design/methodology/approach
This research illustrates a case study of a beverage company wherein they used BD analytics to support their NPD team to launch a two-litre lemonade drink in the market for their retailer with less than 5 g sugar per 100 ml in the shortest possible time.
Findings
The use of BD helps to reduce NPD costs and time without affecting the taste and on par with competitor’s products.
Originality/value
The research can support NPD professionals through the application of BD analytics to bring products at lower costs to the market as quickly as possible.
Keywords
Acknowledgements
This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.
Citation
Jagtap, S. and Duong, L.N.K. (2019), "Improving the new product development using big data: a case study of a food company", British Food Journal, Vol. 121 No. 11, pp. 2835-2848. https://doi.org/10.1108/BFJ-02-2019-0097
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited