Evaluating New Fragrances In A New Way
A means of identifying future winners
Anne Michaut Wageningen UniversityStan Knoops IFF International Flavors&Fragrance
Introduction
The development of new fragrances is central to fragrance industry's successes. Both marketing academics and practitioners largely agree that being new can create value for a consumer by signaling new functionality in the product and that newness is a critical driver of liking. To be new is therefore commonly used as an admonition in creative strategies and most people seem to understand it without much difficulty. But when we ask how new a new...