This paper sketches a procedure to reduce the failure rate of new food products in the market by providing better pre-launch decision criteria. The method also offers considerable potential for the improvement of internal collaboration between the different departments (marketing, R&D and production) involved in new product development. The procedure is based on a thorough diagnostic analysis of previous flops by a team of people involved in the development of the failed product, led by an impartial expert. This first part discusses the diagnostic questions to be asked and the most frequent causes of flops.
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