PROCESS OF CREATING INNOVATION IN NEW PRODUCT DEVELOPMENT: CASES OF SME ON FOOD AND BEVERAGE INDUSTRY IN INDONESIA
Tommy C. Efrata1*, Wirawan E.D. Radianto2, Maria A.E. Marlina3
1School of Management and Business, Universitas Ciputra, INDONESIA, tommy.efrata@gmail.com
2School of Management and Business, Universitas Ciputra, INDONESIA, wirawan@ciputra.ac.id
3School of Management and Business, Universitas Ciputra, INDONESIA, emarlina@ciputra.ac.id
*Corresponding Author
Abstract
Product innovation is the key to success in small and medium enterprise's sustainability. Despite that, the process of new product development (NPD) in food manufacturing in small and medium scale has not received enough attention among scholars. This study aims to identify the NPD innovation process in the food and beverage manufacturing industry in Indonesia. This research uses multiple case studies of NPD in 4 small and medium scale food and beverage manufacturers with international target markets in Indonesia. The study result indicates that for the industry in this scale, the NPD innovation process went through several stages, which are: idea formation, idea screening, concept development and evaluation, development and marketing strategy, business analysis, market testing, and commercialization. Results from this study can serve as a reference for firms with similar scale in innovating and developing new products for the market.
Keywords: innovation process, new product development, SME
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