17. Deconstruction and Competitive Intelligence

  1. Howard R. Moskowitz Ph.D. President1,
  2. Sebastiano Porretta Ph.D.2 and
  3. Matthias Silcher M.A.3

Published Online: 28 JAN 2008

DOI: 10.1002/9780470290132.ch17

Concept Research in Food Product Design and Development

Concept Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Porretta, S. and Silcher, M. (2005) Deconstruction and Competitive Intelligence, in Concept Research in Food Product Design and Development, Blackwell Publishing, Oxford, UK. doi: 10.1002/9780470290132.ch17

Author Information

  1. 1

    Moskowitz Jacobs Inc., White Plains, New York, USA

  2. 2

    Experimental Station for the Food Preservation Industry Parma, Italy

  3. 3

    Moskowitz Jacobs Inc.

Publication History

  1. Published Online: 28 JAN 2008
  2. Published Print: 10 FEB 2005

ISBN Information

Print ISBN: 9780813824246

Online ISBN: 9780470290132

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Keywords:

  • competitive intelligence;
  • brand value;
  • competitive analysis;
  • market segmentation;
  • dimensionalization

Summary

This chapter contains sections titled:

  • Introduction

  • Taking the Approach One Step Further: Systematizing Deconstruction

  • A Worked Example: New Methods for Preserving Food

  • A Second Example: Deconstructing Toothpaste, an Overly Advertised and Overly Analyzed Product Category

  • Overview