Analyses the breakfast cereal market as a basis on which to conduct a study of risk in new product development. Argues that the main alternatives for increased consumer demand, namely, product development, converting non‐users and encouraging existing users to use more, have associated risks...

This study examines consumer attitudes toward products of multinational and domestic companies in the Balkan region. In four ex-Yugoslav countries, various variables (general consumption attitudes, personality traits, and demography) were compared and analyzed as determinants of consumer...