The journey for survival: he case of new product development in the brewery industry
Abstract
Owing to intensifying competition and changing trends, the process of new product development has become increasingly important to competitiveness in the brewing industry. Consumers are now demanding more innovative products, thus requiring brewers to find better and quicker ways of introducing new products. This paper through the use of two case studies, aims to capture the essential attributes of new product development in the brewery industry.
Keywords
Citation
Nwabueze, U. and Clair Law, Z. (2001), "The journey for survival: he case of new product development in the brewery industry", Journal of Product & Brand Management, Vol. 10 No. 6, pp. 382-397. https://doi.org/10.1108/EUM0000000006208
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited