A CONCEPTUAL MODEL FOR STRATEGIC PLANNING OF THE INTRODUCTION OF A NEW AGRICULTURAL PRODUCT INTO THE MARKET

Abstract

Developing and marketing a new agricultural product is one of the most pressing objectives of today's businesses. Consumers and business managers are looking for a steady stream of innovative new products: consumers want innovative products that deliver value for money, and business managers want organic and profitable growth through innovation. However, without a systematic new product development process, new product development efforts are often difficult or unsuccessful. Introducing a new agricultural product into the market is therefore a complex process that requires careful planning and strategic thinking. This paper aims to develop a conceptual model for introducing a new agricultural product into the market. The methods used are systematic analysis synthesis of scientific literature, and comparative analysis