Decision Criteria for New Product Acceptance and Success: The Role of Trade Buyers

Synopsis

The process and acceptance criteria of trade buyers in the grocery product distribution system is the focus of this work. McLaughlin and Rao examine the processes involved in developing and introducing new products both by trade manufacturers and trade intermediaries. A background in U.S. grocery distribution and its key participants lead into the authors' framework for analyzing product introductions. This is followed by a presentation of research drawn from public sources, survey data, and decisions on hypothetical introductions. Several management tools, including an expert system, are developed based on this data.

Additional information

Publisher: Place of publication:
  • New York
Publication year:
  • 1991