Abstract:
Product development and innovation are considered vital for business success.
The rate of failure of new launches is very high, particularly in the food and
beverage industry. This research study investigated how best to inform product
development strategy through the use of Jobs-To-Be-Done theory. A review of
customer co-creation theory and new product development was undertaken.
This qualitative study attained insights, through voice of the customer, by 12
semi-structured interviews. All participants were women, and the study was
conducted in South Africa. The aim was to ascertain underserved beverage
needs through customer job mapping. Data were analyses revealing themes
that were turned in to jobs and desired outcomes were revealed. A core
functional job showcasing the unmet beverage needs was revealed: A healthy
on-the-go beverage created with desired, functional and well-liked ingredients
consumed daily for health increments. The packaging has the price prominently
displayed, has key messaging promoting its benefits, and the bottle is reusable.
The findings indicated that the jobs-to-be-done framework, along with customer
co-creation practices, were successful. The research and study add to the
literature and provides compelling results. Further innovation and opportunity
that using the Jobs-To-Be-Done in the managerial context can enhance new
product development success.
