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Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy
Mini Dissertation (MBA)--University of Pretoria, 2022.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2023
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| _version_ | 1867613696720633856 |
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| access_status_str | Open Access |
| author2 | Osakwe, Christian Nedu |
| author_browse | Osakwe, Christian Nedu |
| author_facet | Osakwe, Christian Nedu |
| collection | Thesis |
| dc_rights_str_mv | © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2022. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/90874 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:15.382Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/90874 Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy Osakwe, Christian Nedu ichelp@gibs.co.za Filiba, Uriel UCTD Mini Dissertation (MBA)--University of Pretoria, 2022. 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. pt23 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2023-05-28T16:59:43Z 2023-05-28T16:59:43Z 19-04-2023 2022 Mini Dissertation * A2023 http://hdl.handle.net/2263/90874 en © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy |
| title | Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy |
| title_full | Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy |
| title_fullStr | Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy |
| title_full_unstemmed | Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy |
| title_short | Applying Jobs-To-Be-Done theory by gathering unmet customer needs to inform new food product development strategy |
| title_sort | applying jobs to be done theory by gathering unmet customer needs to inform new food product development strategy |
| topic | UCTD |
| url | http://hdl.handle.net/2263/90874 |