'It Don't Mean a Thing if it Ain't Got That Swing.' An NPD Case Study with a Sting in the Tale
Michael M. RoeResearch International UK, United Kingdom
SETTING THE SCENE
Enter any Japanese supermarket and you will find a display of instant dried meals of a magnitude to rival that for breakfast cereals in the U.S. or Europe. The profusion of recipes, brands, pack sizes and materials is dazzling, although the base ingredient is generally recognised as Ramen, or Japanese noodles. There is also the frequent introduction of sea food items, including seaweed, as well as soy sauce...