P.C.d.Weerd-Nederhof, I.C.K.-v. Drongelen & R. Verganti
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Aarhus School of Business, Aarhus BSS, Aarhus University
One of the factors that has been strongly associated with successful new product development is a profound knwledge of customers' needs and wants as well as the ability to transform this knowledge into specific product characteristics and benefits there is a general agreement on the importance of this factor, it is a fact that the average company does not undertake marketing related activities in a way even close to that prescribed. This paper describes a research project undertaken with th of describing and later increasing the market orientation of the development fucntion in a number of Danish food-processing companies. Preliminary results show that the companies have improved their market orientation, but also that the change pro has been difficult and time-consuming and improvements rather incremental.