Chapter 4 – The strategic viewpoints of innovation and marketing teams on the development of novel functional foods

When discussing innovation and marketing of functional food it is common to refer to the pharma and the food industries, due to a number of similarities such as an emphasis on scientifically based research and on marketing capabilities geared to secure market diffusion. The thesis brought forward in this chapter brings in new perspectives and viewpoints that encourage other answers to questions such as: what is essential knowledge about consumers? How should innovation work be organized? What should the innovation space contain? The basis is an analysis of the literature dealing with distinguishing features of functional food innovation and marketing, and of how managers in the probiotic industry conceive and enact innovation and marketing. Insights from these analyses have been set up against a number of evolving and core ideas in the literature that deal with innovation and marketing without being influenced by prevailing logic in the pharma or food industries.

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