Linking quality goals and product development competences

Johanne Rønnow Olsen, Hanne Harmsen, Alan Friis

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    Abstract

    Quality is a main determinant of consumer food choice. Product development is accordingly a key activity for companies, because it generates the products on the quality of which consumer choices are based. In this respect, product development managers have a focal role, as their personal quality orientation influence the way product development is performed. The aim of this paper is to investigate managerial quality goals and how these may be linked to product development competences, which has not previously been studied. The study draws on an empirical, qualitative study in the Danish food industry, including reversed laddering sessions with 18 product development managers. Discrepancies between managerial and consumer quality goals are uncovered. Furthermore, the results point to two general dilemmas faced by product development managers in relation to quality; an external stakeholder dilemma of balancing the fulfilment of basic (legal) requirements and value-adding (consumer) demands, and a dilemma of internal priorities, balancing issues related to on-going production and to product development.
    Original languageEnglish
    JournalFood Quality and Preference
    Volume19
    Issue number1
    Pages (from-to)33-42
    ISSN0950-3293
    DOIs
    Publication statusPublished - 2008

    Keywords

    • managerial golas
    • reversed laddering
    • competences
    • quality
    • food industry
    • product development

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