Linking quality goals and product development competences

Quality is a main determinant of consumer food choice. Product development is accordingly a key activity for companies, because it generates the products on the quality of which consumer choices are based. In this respect, product development managers have a focal role, as their personal quality orientation influence the way product development is performed. The aim of this paper is to investigate managerial quality goals and how these may be linked to product development competences, which has not previously been studied. The study draws on an empirical, qualitative study in the Danish food industry, including reversed laddering sessions with 18 product development managers. Discrepancies between managerial and consumer quality goals are uncovered. Furthermore, the results point to two general dilemmas faced by product development managers in relation to quality; an external stakeholder dilemma of balancing the fulfilment of basic (legal) requirements and value-adding (consumer) demands, and a dilemma of internal priorities, balancing issues related to on-going production and to product development.