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Developing a stakeholder analysis to aid bio-based product innovation

McDonald, Gael, Killerby, Shaun, Maplesden, Frances and Rolland, Deborah 2007, Developing a stakeholder analysis to aid bio-based product innovation, Journal of product and brand management, vol. 16, no. 6, pp. 386-400.

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Title Developing a stakeholder analysis to aid bio-based product innovation
Author(s) McDonald, Gael
Killerby, Shaun
Maplesden, Frances
Rolland, Deborah
Journal name Journal of product and brand management
Volume number 16
Issue number 6
Start page 386
End page 400
Publisher Emerald Group Publishing Limited
Place of publication Bingley, England
Publication date 2007
ISSN 1061-0421
Keyword(s) biotechnology
New Zealand
product innovation
stakeholder analysis
Summary Purpose – The results which that study seeks to report are the first part of a larger research programme funded by the New Zealand Foundation for Research, Science & Technology (FRST) aimed at gaining a better understanding of stakeholder perceptions in relation to bio-based products.

Design/methodology/approach – Utilising three chemically modified wood products, data were collected from focus groups and questionnaires and centred primarily on perceptions surrounding the acceptability of building materials that have been bio-modified. Irrespective of the type of chemical modification, family health and durability were the most important factors identified.

Findings – The study finds that product cost rated lower in the 16 factors evaluated, and energy used in production was of little concern. When comparing the three products to one another, two distinct groups with quite differing purchasing philosophies were identified and these perspectives significantly influenced perceptions of product acceptability and willingness to purchase. Utilising a paired comparison technique, an investigation of trade-offs indicated preference for performance over cost and product familiarity. Similarly, low chemical emissions were also preferred over cost considerations. Among the findings, there was scepticism regarding trust in manufacturers to adequately safeguard health and safety and to have a minimum impact on the environment. Low levels of trust were expressed in regard to manufacturers' concern for future generations.

Originality/value – The paper develops an investigative framework which could be applied to the evaluation of products arising from bio-material technology innovation and recommendations for future research directions.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150312 Organisational Planning and Management
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2007, Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018569

Document type: Journal Article
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.