Much has changed during the past 12 months, according to the 2004 Beverage Industry R&D survey. New product development teams have become dominated by management and marketing. CEOs have increased their involvement in R&D, and most CEOs are now considered "team members," contributing to, but not necessarily leading the R&D process. Changes in new product development include streamlined teams, reduced costs, faster turnaround and a return to standard flavors. While new beverages launched in 2004 will benefit from the efficiencies of 2003, manufacturers may have reached the point of diminishing returns unless additional investment is forthcoming.
展开▼
