Project : Partnership Development
Client : Industry Trade and Promotional Boards
Situation : Changing consumer needs have forced the food and beverage industries to support innovation through product and nutrition research. Identifying opportunities and research priority areas is critical for success by developing a long term plan that not only outlines future research initiatives but identifies potential partners in the process.

Marketing Concepts, Inc. Solution : Extensive market research was conducted within the industry, government, and academia to understand the current status of research initiatives. A system was created where there is shared commitment to research, improve communications, opportunities for cooperation, and identify areas of potential research funding. Develop a plan that shares common goals for the short and long term with collaboration wherever possible.

Results : A general lack of communication regarding research efforts within various initiatives was found as well as a significant duplication of efforts. A coalition of representatives from both private and public sectors was formed that identified key research priority areas and created a system for collaboration of efforts including funding, personnel and expertise, and research sites. This involved working with government appointees or staff at the highest levels within numerous agencies, as well as industry leaders and top researchers within the scientific community, all sharing their expertise and common goals.

The results included an agreement on research priority areas that result from common goals shared through increased communication. Working teams were developed to address specific projects with representatives from industry, government, and universities. The project continues to build upon a coalition that works together, increasing speed to final results, and from a funding standpoint, gaining increased research and innovation budgets due to collaborative efforts.