Developing a stakeholder analysis to aid bio‐based product innovation

Abstract

Purpose

The results which that study seeks to report are the first part of a larger research programme funded by the New Zealand Foundation for Research, Science & Technology (FRST) aimed at gaining a better understanding of stakeholder perceptions in relation to bio‐based products.

Design/methodology/approach

Utilising three chemically modified wood products, data were collected from focus groups and questionnaires and centred primarily on perceptions surrounding the acceptability of building materials that have been bio‐modified. Irrespective of the type of chemical modification, family health and durability were the most important factors identified.

Findings

The study finds that product cost rated lower in the 16 factors evaluated, and energy used in production was of little concern. When comparing the three products to one another, two distinct groups with quite differing purchasing philosophies were identified and these perspectives significantly influenced perceptions of product acceptability and willingness to purchase. Utilising a paired comparison technique, an investigation of trade‐offs indicated preference for performance over cost and product familiarity. Similarly, low chemical emissions were also preferred over cost considerations. Among the findings, there was scepticism regarding trust in manufacturers to adequately safeguard health and safety and to have a minimum impact on the environment. Low levels of trust were expressed in regard to manufacturers' concern for future generations.

Originality/value

The paper develops an investigative framework which could be applied to the evaluation of products arising from bio‐material technology innovation and recommendations for future research directions.

Citation

McDonald, G.M., Killerby, S., Maplesden, F. and Rolland, D. (2007), "Developing a stakeholder analysis to aid bio‐based product innovation", Journal of Product & Brand Management, Vol. 16 No. 6, pp. 386-400. https://doi.org/10.1108/10610420710823753