Causes and consequences of follower firms' low–fat food advertising spending

S.G Dacko

This paper examines the antecedents of advertising spending for new low-fat food product introductions by follower food firms and the relationship between introduction characteristics and their degree of product success.

Causes and Consequences of Follower Firms Low-Fat Food Advertising Spending

Scott DackoWarwick Business School, The University of Warwick

INTRODUCTION

For food product manufacturers, the recipe for successfully developing and introducing new lowfat or fatfree food products into the market is not a just matter of replicating past successes with fullfat products by using a few modified ingredients (Brooks, 1997). New product development (NPD) is complicated and risky and consumer acceptance of a new product is influenced by a variety of factors ranging from its quality to the nature of product competition (Stalk, 1990; Burgelman et al., 1996)....

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