| Revista: | BAR - Brazilian Administration Review |
| Base de datos: | CLASE |
| Número de sistema: | 000336990 |
| ISSN: | 1807-7692 |
| Autores: | Barcellos, Marcia Dutra de1 Kluwe Aguiar, Luis2 Ferreira, Gabriela Cardozo1 Vieira, Luciana Marques3 |
| Instituciones: | 1Pontificia Universidade Catolica do Rio Grande do Sul, Porto Alegre, Rio Grande do Sul. Brasil 2Royal Agricultural College, School of Business, Cirencester, Gloucestershire. Reino Unido 3Universidade do Vale do Rio dos Sinos, Sao Leopoldo, Rio Grande do Sul. Brasil |
| Año: | 2009 |
| Periodo: | Ene-Mar |
| Volumen: | 6 |
| Número: | 1 |
| Paginación: | 50-61 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Enfoque: | Analítico |
| Resumen en inglés | In this study we investigate the consumer’s willingness to try innovative food products in the context of the metropolitan area of Porto Alegre in Brazil and Cirencester in England, UK. Innovation in the food industry is an important source of differentiation and a value-adding opportunity for managers to develop new products. Therefore, the adoption or rejection of innovative food products becomes strategic from a market point-of-view. Using the Domain Specific Innovativeness [DSI] scale and the Food Neophobia Scale [FNS], two surveys were carried out in Brazilian and British universities with 279 and 101 respondents, respectively. Consumers were not the most inclined to adopt innovations, but they were not afraid of new foods either, especially in the UK. Managers in the food industry could be missing out on opportunities to innovate more. The results provide strategic and unique information about consumers for the food industry, aiming at supporting the development of innovative food products |
| Disciplinas: | Administración y contaduría |
| Palabras clave: | Mercadotecnia, Consumidores, Innovación, Alimentos innovadores, Productos alimenticios, Nuevos productos, Brasil, Reino Unido |
| Texto completo: | Texto completo (Ver PDF) |
