Julawit Pitrchart

School of Engineering & Advanced Technology
College of Sciences


Thesis Title
Determinants of Radical Product Innovation in the New Zealand Food and Beverage Industry

Research Description
Radical or new-to-the-world product innovation is important for business growth and national prosperity. However, few New Zealand companies pursue radical product innovation. This is commonly due to the high level of risk and uncertainty associated with radical product development. My research explores the factors that promote and inhibit successful radical product innovation within a selected New Zealand industry. An Innovation Definition Framework has been developed for classifying innovation and data collection. My research will provide an insight into how some New Zealand companies overcome and create successful radical product innovations. This will identify factors that affect successful radical product innovation. I hope my research will encourage more New Zealand companies to pursue radical product innovation.

Personal Description
I was born in Thailand. My family and I moved to New Zealand in 2004. After graduating from Freyberg High School in 2007, I chose a Product Development degree at Massey University. I was interested in engineering and product design, and Massey offered me the best of both. After obtaining my degree in 2012, I decided to continue my study at Massey and entered a PhD programme in Product Development. After I finish my research, I want to apply my training and knowledge to develop new and better products and services.

Dr Nihal Jayamaha
Professor Allan Anderson

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