Managing menu innovation

What is it about?

It's about the dual variables of product innovation theory, namely radical and incremental orientations, that are linked (tested of its relationship) to the first-stage of product innovation- as in this case is the menu innovation.

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Why is it important?

In view of most today's consumer markets across the globe are experiencing its saturation point. (or perhaps in some markets are already had its saturation point), most restauranteurs, if not all, are facing stiff competitions due to its abandonment supply of similar menu items. Hence, in this paper, it entailed which of the dual innovation orientations ought to be addressed.

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