TY  - JOUR
AB  - 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.
VL  - 11
IS  - 7
SN  - 1061-0421
DO  - 10.1108/10610420210451643
UR  - https://doi.org/10.1108/10610420210451643
AU  - Stagg Chris
AU  - Saunders John
AU  - Wong Veronica
PY  - 2002
Y1  - 2002/01/01
TI  - Go/no‐go criteria during grocery brand development
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 459
EP  - 482
Y2  - 2024/04/23
ER  -