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Current research indicates that customer-product interaction in the new product development life cycle strongly influences the success of a product in the marketplace. B2P Limited is a New Zealand biotechnology start-up specialising in microbiological products for testing of bacteria and pathogens in the global food and water based industries. “Water and Food Safety Testing Products for the New Zealand Mollusc Aquaculture Organisation: A Case Study in New Product Innovation” is an exploratory applied research project using case research methodology combining qualitative and quantitative methods for data gathering and analysis. The literature review has revealed that the global aquaculture industry is in need of improved water and food testing methods. The New Zealand aquaculture industry is growing rapidly and has similar needs. The objective of the research is to identify the criteria for potential adoption of three microbiological testing products in the mollusc sector of the New Zealand aquaculture industry. Four New Zealand commercial aquafarms were selected to participate in the field trials of three water and food testing products.The central aspect of the research undertook to identify, collect, analyse and report information taken from customer product interaction to establish criteria for adoption and potential use of product benefits. The research encompassed in the current study, sought to provide some information on the cost benefit scenarios and general applicability of the B2P tests within the aquaculture environment. The results of the field research are used to indicate the economic advantages or disadvantages of product use in comparison with existing products and processes in each of the aquafarms. A key potential benefit of the use of the B2P products is the improved quality of delivered shellfish as a result of a reduced risk of harvesting contaminated shellfish. A second key benefit is the increased revenues due to lower rejection in the market. Thirdly, the use of the B2P products gives the aquafarmer the capability to reduce the number of lost harvests and as a result to reduce wastage, reduce re-work and reduce the costs of production. Improved shellfish quality may increase volume of sales and open new markets. Improved quality of delivery may increase distributor orders.The knowledge gained should lead to potential B2P product and aquafarming product improvements and a greater knowledge of the criteria for B2P product adoption by potential markets in the global aquaculture industry. The research findings support the literature that customer-product interaction early in the new product development life cycle can improve the likelihood of new product success in new markets. |
