(NRLO). Meulenberg (1996) has analyzed the social-economic devel-
opments in the food market and translated them into consumer cate-
gories. Subsequently Jongen et al. (1997) and Linnemann et al. (1999)
have used these categories and developed a model for translating con-
sumer preferences and perceptions into desired technological develop-
ments. The model is based on a systems analysis, which uses the
consumer as the focal point, and a stepwise approach is followed in
which seven successive steps are distinguished. These steps seem to be
a useful framework for an integral model of product innovation. These
seven steps can be summarized as follows:
- A thorough analysis of the social-economic developments in speci-
fied markets - Translation of consumer preferences and perceptions into consumer
categories - Translation of consumer categories into product assortments
- Grouping of product assortments in product groups according to the
stages of the production chain - Identification of handling/processing technologies relevant for spec-
ified product groups - Analysis of the state of the art in relevant handling/processing tech-
nologies - Matching the state of the art of specified handling/processing tech-
nologies with future needs
Following this model the study showed that successfully linking R&D
programs within companies to market dynamics requires a number of
new technological developments. The study emphasizes the need for
“dedicated” production systems that follow more closely market dy-
namics. A breakthrough must be realized in thinking from craft to “de-
sign for manufacture,” making use of information technology and
computer management systems. From a chain perspective de-coupling
moments must happen as late as technologically feasible. Another out-
come of the study was the conclusion that product innovation becomes
more effective with respect to the success ratio when better structured.
Systems such as Quality Function Deployment and Effective Consumer
Response (ECR) can be valuable tools in improving chances for market
success. These systems have been developed for use in the computer
and automobile industry and should be developed and evaluated in order
Linking Consumer Wants to Technologies and Research 17