B to B marketing and innovation
How do R&D managers decide to choose one ingredient or another in the food industry. There are obviously technical, financial, feasibility reasons to do so. But the client’s choice is also the fruit of marketing initiatives driven by manufacturing firms. Through the identification of the right touch points in the innovation process of their clients, through the right argumentation, through appropriate trials, etc. ingredients manufacturers deploy an array of B to B techniques to convince and persuade their clients. They modify the qualification of goods, thus shaping the decision making process of one player in the market.
The Market Shaping Institute can help you map out these initiatives.