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- W2891746496 abstract "Diabetes is an increasing problem in the world, where obesity is a large risk factor for developing the most common type of diabetes, i.e. type 2 diabetes. Numerous pharmaceuticals exist for managing the disease. The importance of the consumption of healthy foods is less emphasised albeit being an important and effective tool for managing the disease. The master thesis aimed at investigating how companies successfully can commercialise food products for managing type 2 diabetes. Since the market is small, barriers to succeed in this market seem to exist. To evaluate this, a case study was conducted where several companies were evaluated on their internal and external strategies regarding this market. The macroenvironment of this market was defined with PESTEL, where the key drivers for change were identified. The companies approach to the microenvironment was evaluated with the 4 Ps. Unbiased expert interviews were also conducted to complement the information that the companies provided. Lastly, an online survey with 374 participants was conducted in order to strengthen the previous findings. Conclusively, the empirical findings lead to the identification of market barriers, where the most important ones were formulated. To address these barriers, Critical Success Factors (CSFs) were identified and the most important ones were formulated. A unique conceptual framework was then developed that connects the CSFs with the barriers that they address. The goal is that an implementation of this framework will increase the chances of success when commercialising a product for managing type 2 diabetes. (Less)" @default.
- W2891746496 created "2018-09-27" @default.
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- W2891746496 date "2018-01-01" @default.
- W2891746496 modified "2023-09-27" @default.
- W2891746496 title "Commercialisation of food products for managing type 2 diabetes: Reaching success in a highly regulated market" @default.
- W2891746496 hasPublicationYear "2018" @default.
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