REVISTA DYNA MANAGEMENT

Key words:

desarrollo de nuevos productos, familiaridad, internacionalización, productos cárnicos, familiarity, internationalization, meat products, new development product

Article type:

ARTICULO DE INVESTIGACION / RESEARCH ARTICLE

Section:

RESEARCH ARTICLES

ABSTRACT:
Food tendencies and, specifically, meat products consumption, are changing in developed countries. Consumers search for healthier products, and also have a growing concern about animal breeding and welfare. However, the innovative products introduced in other countries often find it difficult to make themselves a place in the market and the mind of consumers.
In this article, we present a method for the introduction of an innovative meat product into international markets through the hospitality channel. We analyse different groups of attributes: alimentary features, subjective issues, and also the commercial conditions aimed at the future sales of the firm. The proposed method is intended to improve consumer acceptance based on familiarity, generated by previous knowledge. As a result of the international study, our proposals to improve export performance are the adoption of appropriate actions in the distribution channel (cuts, deliveries…), and the inclusion of complementary information about other Spanish food products.
We verified that product-country association is important because product familiarity facilitates the future introduction. In addition, the alimentary attributes such as texture, taste and fat have a fundamental role in international acceptance, being commercial issues less relevant for this kind of product. Finally, the lack of familiarity is revealed as a distortion factor of the product's price.

Keywords: familiarity; internationalization; meat products; new development product.