| Titre : |
Products launch failure as a manifestation of consumer resistance toward innovation on the French food market |
| Type de document : |
Mémoire |
| Auteurs : |
Gaëlle BROSSARD, Auteur |
| Année de publication : |
2020 |
| Importance : |
24 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
LANCEMENT DE PRODUIT ; INNOVATION ; CONSOMMATEUR
|
| Résumé : |
The purpose of this paper is to understand why some products launch fail on the French food market. The approach angle is to describe this failure as a manifestation of consumer resistance toward innovation. The introduction of new food product in the shelves could be successful or raise non-adoption which implies failure. Through the notion of resistance, first trial and perceived risks, this paper try to understand the consumer behavior toward new food product and how adoption could be affected by different factors like external influence or products characteristics. The following results come from a literature review as well as a qualitative and quantitative study among French consumers. |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529143 |
Products launch failure as a manifestation of consumer resistance toward innovation on the French food market / 2020 
