THE DIFFICULTY LEVEL OF NEW PRODUCT DEVELOPMENT IN THE DAIRY INDUSTRY OF RIO GRANDE DO SUL STATE, BRAZIL

Abstract

This research evaluates the degree of difficulty (and their nature) to perform the steps of the news products development process (PDP) in the dairy industry of Rio Grande do Sul state, Brazil. A descriptive/ quantitative survey was performed with decision makers from 68 dairy processing industries in the state of Rio Grande do Sul which are under federal or state sanitary supervision. Considering all steps of PDP, about 40% of the problems were related with management issues against 20%
with financial, 20% commercial and 20% of a technological nature. In particular, the steps of the PDP in which the decision makers of the companies surveyed have more difficult were related to “testing of prototypes – exploring new ingredients and packages”, “the definition of suppliers” in the development phase, and the “study of
shopping behavior and consumers attitudes”, after launching the new product. These difficulties may be related to a change in the profile of the innovations developed in this sector, with a lower dependence on suppliers and a greater appropriability concern – which requires greater technical skills and a more aligned vision among “production” and “management” staff.