THE DIFFERENT APPROACH OF NEW PRODUCT DEVELOPMENT PROCESS IN THAILAND'FOOD & BEVERAGE INDUSTRY.

Abstract

The purpose of this study is to discover what factor(s) that influences the different approach of new product development (NPD) process in Thailand’s food and beverage industry and which stage/step from each model should be adjust in order to create better quality of new product development. 5 participants from 4 companies who used to have experience in different approach were interviewed. In-depth interview is conducted to gather qualitative information about R&D’s perspective of their approach for NPD process and opinion to create better process for their NPD. The general NPD process of Food and Beverage Company is similar which consist of input information, finding target quality, product development, verification, recipe development, production process and launching. However, there are three different approach of input information which is Top management, Marketing and R&D approach. Since each function has different main responsibility, these approaches create different characteristic of the new product development. In term of step/stage of the process, the input information for finding target quality and verification part are the main part to be continuous improved in order to create the best products to society. KEY WORDS: New product development process/ Different approach/ Food and Beverage Industry/ R&D staffs