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Go/no‐go criteria during grocery brand development

Chris Stagg (Brand Manager (Smirnoff1 Premium and Innovation), Guinness UDV, Park Royal Brewery, London, UK)
John Saunders (Professor of Marketing and Head of Aston Business School, Aston University, Birmingham, UK and Dean of the Chartered Institute of Marketing)
Veronica Wong (Professor of Marketing and Innovation Management and Director of the Marketing and Retailing Research Group, Loughborough University Business School, Loughborough, UK)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 December 2002



Past research into new product screening criteria have largely centered on industrial new products. This study investigates the criteria that managers use for screening and evaluating new grocery products or brands. Theory suggests that the branding, promotional, and trade needs of grocery brands mean that screening criteria for grocery product development will differ from those applied to industrial goods. Our methodology departs from earlier research in gathering information on the accept/reject criteria during new product development rather than examining the reasons for success and failure after launch. The results endorse many findings from the extant literature on new product development. However, we highlight a set of factors that new product managers regard as important to the go/no‐go decision in new grocery product or brand development that differs significantly from previous studies. From a research perspective, our study findings make an important contribution to the field by developing measurement scales for addressing NPD in the grocery sector.



Stagg, C., Saunders, J. and Wong, V. (2002), "Go/no‐go criteria during grocery brand development", Journal of Product & Brand Management, Vol. 11 No. 7, pp. 459-482.




Copyright © 2002, MCB UP Limited

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