Matching Product Development and Asian Tastes to Improve Product Success

SummaryAn earlier article in r&D Enterprise-Asia Pacific (Suwannaporn and Speece, vol 1 no 2–3) suggested that food manufacturers in Thailand sometimes adapt products launched in the Thai markets when the would-be exporter vacates the market. Suwannaporn and Speece note that local manufacturers sometimes successfully adapt the ‘failed’ product to local tastes and other preferences. Such failures are expensive for manufacturers, particularly in the food industry where the costs of launching a new product may be considerable. This article suggests that exportoriented food product developers may substantially improve their chances of success by conducting sensory research in the target market. The article is also relevant to product developers in other industries who aim to launch products into new markets in Asia.