MSc Dissertation Research Proposal A

Title: Introducing olive oil brands into the UK market. Student Name: Theodoros Maroulis (30865570) Supervisor: Dr Stefanos MouzasRoom: Background: During the past twenty years, a substantial literature has emerged that identifies the relationships between environmental factors, proficiencies in carrying out new product development (NPD) and the pertained strategies (Calantone and Di Benedetto 1988; Parry and Song 1994; Song and Parry 1994, 1997a). More specifically a description of the UK olive oil market is going to be presented. There is no extensive literature on the procedures of the introduction of an olive oil brand in the UK market, so that is the research gap this research endeavour is going to fulfil. Research Question/Problem: launch? Which is the procedure to be followed in order for a brand to enter the UK market? Who are the key account (key actors) in the network and which is their power? What is the purchase intention of olive oil brands in the UK market? What is the secondary sources describing the procedures of a new product D37

Objectives of the Dissertation: i) ii) iii) To investigate the current secondary sources of information as well as critique on them. To describe the procedures to be followed by a manufacturer to effectively enter the UK market. To assess the purchase intention of live oil brands in the UK market.

Proposed Methodology: The adopted epistemology is Interpretivism and in some extent Posivitism. The research method is going to be a survey. The method of primary data collection is semistructured in-depth interviews (Greek companies) as well as questionnaires (UK

consumers). The sampling method for the quantitative study is going to be convenient sampling (Lancaster, Preston and Leeds). Data Analysis: As regards the qualitative part of the study, the data analysis method will be descriptive coding. This is going to be the method of analysing the data collected by the interviews and manage to extract the meanings of the managers saying. Second the analysis method for the quantitative part of the study is going to be conducted by using the SPSS software in order to test potential correlations and regressions in the intention and the process of the new product introduction as well as its entry strategy. Data Reporting: The method of case study will be adopted in the data reporting s regards the in-depth interviews (Yin, 2003). In regards to the quantitative study the data reporting method will be figures and charts to justify and draw conclusions. Collaborating Organisation/Possible Funding: The study will be of interest to olive oil brands manufacturers. The costs will be associated to transportation to the two cities (Preston and Leeds) but such costs will be reimbursed from by personal account. Further Reading: Hultink, E. J., Hart, S., Robben, H. S. J., & Griffin, A. (1999). New consumer product launch: strategies and performance. Journal of Strategic Marketing, 7(3), 153174. Calantone, R. J., & Di Benedetto, C. A. (1988). An integrative model of the new product development process: an empirical validation. Journal of Product Innovation Management, 5(3), 201215. Calantone, R. J., Schmidt, J. B., & Song, M. (1996). Controllable antecedents of new product success: a cross-national comparison. Marketing Science, 15, 341358. Calantone, R. J., Di Benedetto, C. A., & Stank, T. P. (2005). Managing the supply chain implications of launch. In B. Kenneth, G. C. Kahn, & A. Griffin (Eds.), The PDMA Handbook of New Product Development (2nd ed., pp. 466478). Hoboken: Wiley. Cooper, R. G. (1979). The dimensions of industrial new product success and failure. Journal of Marketing, 43(2), 93103. Cooper, R. G. (1983). The impact of new product strategies. Industrial Marketing Management, 12, 243256.

Langerak, F., Hultink, E. J., & Robben, H. S. J. (2004). The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance. Journal of Product Innovation Management, 21(2), 7994.

Lambkin, M. (1988). Order of entry and performance in new markets. Strategic Management Journal, 9(5), 127140. Karakaya, F., & Stahl, M. J. (1989). Barriers to entry and market entry decisions in consumer and industrial goods markets. Journal of Marketing, 53(2), 8091. Hultink, E. J., Hart, S., Robben, H. S. J., & Griffin, A. (2000). Launch decisions and new product success: an empirical comparison of consumer and industrial products. Journal of Product Innovation Management, 17(1), 523.