Purpose – The purpose of this article is to provide an insight into the spice industry. Design/methodology/approach – Uses Eastern Spice & Flavorings as a case study and focuses on its international product development group. Findings – Despite the company's origins as a family‐owned...

Purpose – This paper seeks to describe an innovative practice that has implications for new product developers. Design/methodology/approach – The case study describes an approach to new product development for a product that satisfies a need, which is fraught with social stigma. Childhood...

Purpose – The paper aims to track the development of service dominant logic (SDL) applied to brand management and highlights its essential elements. The paper attempts to extend the application of SDL to a form that makes the consumer part of the development process, a solution dominant...

Looks at recent product development literature which cites the improving but troubling success rates of newly introduced products and recommends integrating customer input as early as possible. Notes that, while companies have adopted cross‐functional product development teams, integrating...

Purpose – The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions. The authors explore the relationship between design and brand engagement and advance a model with emotional responses as...

Purpose: This study aims to focus on the role of niche brands in online retailer assortments and the general market positions of niche brands, no prior study has explicitly focused on if and when brick-and-mortar retailers should include niche brands in their category assortments....

Purpose: This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the long-standing proposition that extending a firm’s brand and product portfolio too far is a dangerous...