The Structured Approach to Product Innovation Process: A Case Analysis of Cafe/Bars and Full-Service Restaurant Chains

Mifli M., Ayub M. S.

International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.985-1001 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 485
  • Doi Number: 10.1007/978-3-031-08093-7_66
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.985-1001
  • Keywords: Product innovation process, Restaurants, New product development, Malaysia, MARKET
  • Middle East Technical University Affiliated: No


It has been more than 20 years since the inception of Cunha and Gomez's (2003) anthology of product innovation models and little is known empirically as to what extent their synthesising works carry such validation. Hence, we extend further this phenomenon of interest by engaging two opposite chained restaurants, namely, a renowned and well-established international Cafes/Bar restaurant and a local fullservice restaurant (FSR) in Malaysia. The aim of our study is to ascertain how these two restaurant chains conduct their product innovation with a research objective is to study the process-based of their new product development (NPD). We believe that the findings of this study will shed some lights as to whether those characteristics of Cunha and Gomez's (2003) product innovation models, namely flexible, integrative, and improvisational, have discreetly evolved in reality.