Thus, the companies decided on factors to distinguish from competitors. Since pricing, promotion and distribution were replicated very quickly in the industry, product innovation emerged as the single- largest factor that gave a significant competitive advantage to companies. Therefore the thrust Schwan gave to new product development, is in line with and forced from the market development, especially because of the fact that Schwan`s main attention focuses on the frozen pizza business...
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Therefore the thrust Schwan gave to new product development, is in line with and forced from the market development, especially because of the fact that Schwan`s main attention focuses on the frozen pizza business. The second factor that made Schwan mainly draw their attention on innovative product development initiatives arose from the company’s expertise in the frozen pizza business...
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