Application deadline

Type of course

Admission requirements

Course content

The course offer knowledge about management of marine value chain development strategies and processes, but the theoretical background is also relevant for other kind of product and services. The focus is to present models for understanding of the links between general scientific and experience based knowledge and the innovative knowledge and strategic requirements, where barrier and resources in the society environment of business networks between firms, market places and input suppliers are key factors to be discussed.

The course is built on social science theories and methods modelling how barriers and resources in the society are influencing production, diffusion and adoption of new ideas and products among peoples in value chain related networks. The course presents marketing theories highlighting the relationship between market successes of new products and the firm¿s internal strategies, organization and network connections. The course does especially focus on the specific constraints and resources involved in seafood related product development.

Objectives of the course

What you learn

When you have passed the exam, the candidates are expected have acquired the following knowledge, skills and competences

Knowledge and understanding about:

• Success factors for innovation and product development in marine value chains
• Food trends and new product possibilities and consumer preferences for fish and fish products
• Characterizes of markets adopting innovations
•   of processes where innovations are adopted

Market oriented product innovation strategies

• The role of entrepreneurship and other input resources for value chain development
• Product properties that influence adoption of innovations in value chains and markets.
• Diffusing and adopting of innovations through opinion leaders and change agents in value chains and markets
• Competences as success factors for product innovation
• Organization of successful product development processes in companies¿ value chains
• The role of strategic alliances and networks in product development?
• Markets- and organizational constraints for product development networks
• Communication strategies in product development.
• Fisheries constraints for market oriented product development and innovations in value chains

Skillsin:

• Developing business strategies for market oriented development and market introduction of new products, services and value chains.
• Writing analysis of the drivers and barriers in the diffusion process of new products and innovation from the stage of technical development and stage of market adoption.

Competence  in

• Analyzing drivers, opportunities, constraints and strategies for successful market oriented innovation development and market introduction especially in marine value chains.

Language of instruction and examination

Teaching methods

Assessment

4 hour written school exam (60%) and termpaper (40%).
The grading scale is A-F, where A-E is passed, and F is failed.

Coursework requirements:
The theories presented in the course is a basis for writing a termpaper about business strategies for introduction of specific products in value chains from completed projects or prospective projects.

Groups of 3-4 students work together. Each group choose a product development project with regard to the degree of success or failure in the projects. The students will present their results in seminars to stimulate a scientific dialogue.

A re-sit exam will be arranged in the next semester.

Recommended reading/syllabus

Curriculum and lecture topics:

Introduction: Success factors for innovation and product development in marine value chains. Literature: Trott kap 1, Trondsen kap 3

Food trends and new product possibilities & Consumer preferences for fish and fish products. www.seafoodplus.org

The role of entrepreneurship and other input resources for value chain development. Literature:   Rogers, kap. 7 ; Trondsen kap 3 og 5; Frambach  i  Bruce og Biemans, 1995, Kaldor, AG: (1971).

Market conditions for demand of new product ideas. What is characterizing markets adapting new products? Literature: Rogers cpt 1

The product properties influence of adoption of innovations in value chains. Literature: Rogers, kap. 6, Foxall i Bruce og Biemans, 1995, Rackham N (1998), Woodruff, R. B. (1997).

Market oriented product innovation. Literature: Fuller, GW. (1994).  Harmsen, H., K.G. Grunert & K. Bove (2000).. Harmsen, H. Markedsorienteret produktudvikling I og II. Plus Proces nr. 12 (1997) and no. 2 (1998) (6 s.), Hansen, K. (1998). Trott kap 6; Managing organizational knowledge. 

How new product ideas diffuse and adopting in value chains. Opinion leaders and change agent roles in product development. Literature: Baker and Hart section 4, Rogers cpt. 1, Rogers kap 5, Redmond WH (1995),  Rogers, cpt 8 og 9, Trondsen cpt 5. Trott kap 7: Strategic alliances and networks

Consumers and customer analysis. Literature: Viaene J & R Januszewska (1999), von Hippel E (1978). Woodruff RB (1997), Bech-Larsen, T., & Grunert, K. G. (2003), Lüthje, C. (2003), Lüthje, C. & Herstatt, C. (2004). Nielsen, N. A., Sørensen, E., & Grunert, K. G. (1997), van Kleef, E., van Trijp, H. C. M., & Luning, P. (2005)

Competences as success factors for product innovation. Literature: Harmsen, H., K.G. Grunert & F. Declerck (2000), Song XM and ME Parry (1997), Craig, A. &  S. Hart (1992). Hultink JE and HSJ Robben (1995), Griffin, A. and A. L. Page (1996).  Trott kap 8: Management of R & D

Product development processes in companies¿ value chains. Literature: Cooper, R. G. (1994), Crawford, M.C. (1996) , Viaene J & R Januszewska (1999):

Strategic alliances and networks: The role of opinion leaders and change agents for product development. Literature: Rogers, kap. 10, Trondsen kap 5, Trott kap 7

Markets- and organisational constraints for product development networks. Literature: Trondsen  cpt 8 and 9 Han JK, N Kim, RK Srivastava (1998), Traill & Grunert cpt. 1, Atuahene-Gima, K. (1996), Slater, S. F. (1997). Gatignon H, JM Xuereb (1997). Kaldor, AG (1971), Lukas, B. A. and O. C. Ferrell (2000)

Idea- og consept development strategies. Literature: Rochford, L. (1991), Datar S, C. Jordan, S. Kekre, S. Rajiv, and K. Srinivasan (1996), Griffin A & JR Hauser (1996).

Development and introduction strategies. Literature: Bech, A.C. (1998), Sander Kristensen, P. (1992).

Communication strategies in product development. Literature: Rochford, L. (1991), Datar S, C. Jordan, S. Kekre, S. Rajiv, and K. Srinivasan (1996), Griffin A & JR Hauser (1996).

Product development as competitive factor in the Spanish saltfish market. Literature: Lindkvist K and T. Trondsen (eds.) (2014). The Nordic-Iberian Bacalao value chains. Explaining trading patterns.  Springer Verlag 2015.

Markets- og organisation constraints for product development networks. Literature: Trondsen  kap 8 og 9 Han JK, N Kim, RK Srivastava (1998), Traill & Grunert kap. 1, Atuahene-Gima, K. (1996), Slater, S. F. (1997). Gatignon H, JM Xuereb (1997). Kaldor, AG (1971), Lukas, B. A. and O. C. Ferrell (2000)

Fisheries constraints for product development in value chains. Fisheries regulations and resources as motivational and barrier. Literature: Trondsen 2001, Trondsen 2012

Negotiation law in the product development process. How to protect immaterial values and rights?

International trade networks as constraint and resource for market oriented value chain development

RELEVANT LITERATURE:

• Bruce M and WG Biemans (1995). Product development. Wily
• Baker M & S Hart(1999). Product Strategy and Management. Prentice Hall.
• Crawford MC (1996). Evaluating New Products: A System, Not an Act. Paper no. 19 in: Hart, S.(ed) New Product Development - a reader. The Dreyden Press. London. (10s.)
• Irwin Dolan RJ (ed.) (1993), Managing the New Product Development Process. Reading, MA: Addison-Wesly.
• Lindkvist K and T. Trondsen (eds.) (2014). The Nordic-Iberian Bacalao value chains. Explaining trading patterns.  Springer Verlag 2015.
• Larson EW  and DH Gobeli. (1996). Significance of project management structure on development success. Paper no 28 in: Hart S (ed), New Product Development - a reader. The Dreyden Press. London. (13 s.)
• Rogers EM. (1995), Diffusion of Innovations, New York: Free Press
• Traill B and KG Grunert (eds.) (1997): Product and Process Innovation in the Food Industry. Blackie Academic & Professional
• Trott P (2005): Innovation Management and New Product Development. Prentice Hall 

Relevant articles

• Athaide GA and RL Stump (1999). A Taxonomy of Relationship Approaches During Product Development in Technology-Based, Industrial Markets. Journal of Product Innovation Management; 16:469-482
• Atuahene-Gima K (1996). "Market Orientation and Innovation." Journal of Business Research 35(2): 93-103.
• Bech AC (1998) Produktudvikling af fødevarer med Quality Function Deployment, Ledelse & Erhvervsøkonomi, 1, 25-44.
• Bjønnes, H., K.B. Lindkvist, J.L. Sànchez, and T. Trondsen (2014 ).  Analysing Food Chain Development: a theoretical framework. The Nordic-Iberian Bacalao value chains. Explaining trading patterns. A study of.  Springer Verlag 2015.
• Bjønnes, H., K.B. Lindkvist, and T. Trondsen (2014).  Drivers and barriers - an approach to recapturing a market In Lindkvist and Trondsen (eds). The Nordic-Iberian Bacalao value chains. Explaining trading patterns. A study of.  Springer Verlag 2015.
• Craig A and S Hart (1992). Where to Now in new product development research. European Journal of Marketing, 26, 1-46.
• Cooper R. G. (1994). Third generation new product processes. Journal of Product Innovation Management, 11, 3-14.
• Datar SC. Jordan, S. Kekre, S. Rajiv, and K. Srinivasan (1996). New Product Development Structures: The Effect of Customer Overload on Post-Concept Time to Market Journal of Product Innovation Management 199&13:315-333
• Fuller GW. (1994). New Food Product Development, CRC Press. Introduction. Chapter 1, 1-23.
• Gatignon H, JM Xuereb (1997). Strategic Orientation of the Firm and New Product Performance. Journal of Marketing Research 34:77-90
• Griffin A and JR Hauser (1996). Integrating R & D and Marketing: A Review and Analysis of the Literature. Journal of Product Innovation Management 13: 191-215
• Griffin A and AL Page (1996). PDMA Success Measurement Project: Recommended Measures for Product Development Success and Failure. Journal of Product Innovation Management 13(6): 478-496.
• Harmsen H, KG Grunert and K Bove (2000). Company competencies as a network: The role of product development. Journal of Product Innovation Management 17(3), 194-207.
• Harmsen H. Markedsorienteret produktudvikling I og II. Plus Proces nr. 12 (1997) og nr. 2 (1998) (6 s.)
• Harmsen H, KG Grunert & F Declerck (2000). Why did we make that cheese? An empirically based framework for understanding what drives innovation activity. R&D Management 30(2), 151-166.
• Hansen K. (1998). Produktutvikling i norsk fiskeindustri - resultater fra en nasjonal survey. Økonomisk Fiskeriforskning, 2, 103-111. (9 s.)
• Hultink JE and HSJ Robben (1995). Measuring New Product Success: The Difference that Time Perspective Makes Journal of Product Innovation Management 12: 392-405
• Kaldor AG (1971). Imbricative Marketing. Journal of Marketing 35:2
• Han JK, N Kim, RK Srivastava (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link? Journal of Marketing 12:30-45
• Larson EW and DG Gobeli (1989). Significance of Project Management Structure on Development Success. IEEE Transactions on Engineering Management, Vol.36, No.2 pp 119-125
• Lukas BA and OC Ferrell (2000). The Effect of Market Orientation on Product Innovation. Journal of the Academy of Marketing Science 28(2): 239-247.
• Redmond WH (1995). An Ecological Perspective on New Product Failure: The Effects of Competitive Overcrowding. Journal of Product Innovation Management 12: 200-213
• Rackham N (1998). From Experience: Why Bad Things Happen to Good New Products. Journal of Product Innovation Management 15: 201-207
• Rochford L (1991). Generating and screening new product ideas. Industrial Marketing Management 20, 287-296.
• Song XM and ME Parry (1997). The Determinants of Japanese New Product Successes. Journal of Marketing Research 34:64-76
• Sander Kristensen P (1992). Flying prototypes: Production departments´ direct interactions with external customers. International Journal of operations & Production Management 12: p: 197-212.
• Slater SF (1997). Developing a Customer Value-Based Theory of the Firm. Journal of the Academy of Marketing Science 25(2): 162-167.
• Trondsen T (2014). Coolnova®. Fresh from Frozen. Seafood just-in-time year around. In Jinchuan, S and W. Zhikai (eds.). Report on Development of Marine Economy. Hangzhou University Press, pp. 55-86
• Trondsen T (2014). Value chain policy, industrial conventions and market performance: a comparative analysis of Norwegian and Icelandic cod exports to Spain. In Lindkvist and Trondsen (eds). The Nordic-Iberian Bacalao value chains. Explaining trading patterns. A study of.  Springer Verlag 2015.
• Trondsen T (2014). Value chains - constraining effect on industrial conventions and market adaptions. In Lindkvist and Trondsen (eds). The Nordic-Iberian Bacalao value chains. Explaining trading patterns. A study of.  Springer Verlag 2015.
• Trondsen T. 2012. Value chains, business conventions, and market adaptation: A comparative analysis of Norwegian and Icelandic fish exports. The Canadian Geographer / Le G´eographe canadien, 56(4): 459-473
• Trondsen T (2001): Fisheries Management and Market Oriented Value adding (MOVA).
• Marine Resource Economics. Volume 16.  No. 1.
• Trondsen T (1985). Industriell nyskapning. En undersøkelse av institusjonelle forutsetninger. Dr. scient. avh. Institutt for Fiskerifag, Universitetet i Tromsø kap 3,4,5, 8, 9
• von Hippel E (1978). Successful industrial products from customer ideas. Journal of Marketing Jan.: p: 39-49.
• Viaene J & R Januszewska (1999). Towards an Integration of R & D and Marketing in Production Development.  Journal of International Food & Agribusiness Marketing, Vol 10(3)
• Woodruff RB (1997). Customer Value: The Next Source for Competitive Advantage."Journal of the Academy of Marketing Science 25(2): 162-167.
• Bech-Larsen, T., & Grunert, K. G. (2003). The perceived healthiness of functional foods: A conjoint study of danish, finnish and american consumers¿ perception of functional foods. Appetite, 40, 9-14.
• Lüthje, C. (2003). Characteristics of innovating users in a consumer goods field: An empirical study of sport-related product consumers. Technovation, 24, 683-695.
• Lüthje, C. & Herstatt, C. (2004). The Lead User method: an outline of empirical findings and issues for future research. R&D Management, 34, 553-56
• Nielsen, N. A., Sørensen, E., & Grunert, K. G. (1997). Consumer motives for buying fresh or frozen plaice: A means end chain approach. In J. B. Luten, T. Børresen & J. Oehlenschläger (Eds.), Seafood from producer to consumer: Integrated approach to quality (pp. 31-43). Amsterdam: Elsevier.
• van Kleef, E., van Trijp, H. C. M., & Luning, P. (2005). Consumer research in the early stages of new product development: A critical review of methods and techniques. Food Quality & Preference, 16, 181-201.
• Bech-Larsen, T., & Grunert, K. G. (2003). The perceived healthiness of functional foods: A conjoint study of danish, finnish and american consumers¿ perception of functional foods. Appetite, 40, 9-14.
• Lüthje, C. (2003). Characteristics of innovating users in a consumer goods field: An empirical study of sport-related product consumers. Technovation, 24, 683-695.
• Lüthje, C. & Herstatt, C. (2004). The Lead User method: an outline of empirical findings and issues for future research. R&D Management, 34, 553-56  Nielsen, N. A., Sørensen, E., & Grunert, K. G. (1997). Consumer motives for buying fresh or frozen plaice: A means end chain approach. In J. B. Luten, T. Børresen & J. Oehlenschläger (Eds.), Seafood from producer to consumer: Integrated approach to quality (pp. 31-43). Amsterdam: Elsevier.
• van Kleef, E., van Trijp, H. C. M., & Luning, P. (2005). Consumer research in the early stages of new product development: A critical review of methods and techniques. Food Quality & Preference, 16, 181-201.
• Yusuf, M.,J.Xie and T. Trondsen (2015). Decision process for adoption of innovative products in the European seafood market: The importance of supply and demand factors. Journal of International Food & Agribusiness Marketing (JIFAM) Vol. 27(3).
• Yusuf, M and T. Trondsen (2014). Competitive forces and innovation strategies: a study of the Indonesian crab industries. Journal of Agribusiness inDeveloping and Emerging Economies Vol. 4 No. 1, pp. 78-96
• Yusuf, M and T. Trondsen (2013). A market-oriented innovative quality framework for the investigation of competitive entry opportunities into new seafood markets for producers. International Journal Quality and innovation; Vol. 2.(2) pp. 175-192
• Yusuf, M. and T. Trondsen (2013). Improving Indonesia¿s competitiveness: Innovation, value chains and cluster-bases for realizing the huge potential of marine and fisheries. The International Journal of Organizational Innovation; Vol. 6.(1) pp. 128-136