PRESUPUESTO DE OBRA
UNITARIO COSTO
3) Políticas
DEMB 1753
Douwe Egberts Master Blenders 1753 is a coffee and tea company which recently went public in the Netherlands and divided from its American mother company. D.E introduced in 2001 the famous Senseo which transformed the entire coffee industry and is in terms of turnover, still the best introduction in the 21st century. In cooperation with Philips, DEMB 1753 developed a new coffee
system consisting of a fully automatic coffee machine that uses bean-funnels filled with freshly roasted coffee beans, called the Senseo Sarista. The method to drink coffee through bean-funnels is completely new, the variation in beans is also new and the ability to choose between multiserve and singleserve is also new in the beans category.
Yuno
Yuno was founded by two parents who were frustrated by the current unhealthy offer of snacks for children. For this reason, they developed two healthy snacks especially for children: WackoWaves vegetable chips and FreakyFruits fruitcandy. The products are free from artificial additions and contain considerable less fat, added sugar and calories. The chips are made from vegetables instead of potato starch and are 100% natural. Also no E-numbers are included in the product. This
innovation won in 2010 the award for most innovative start-up in the area of healthy food. AVEBE
AVEBE is an innovative company that researches and sells solutions based on starch for several industries. In 2007, a real technological innovation was launched by AVEBE, called Etenia. This is a new starch which is made with an enzyme which is heat resistant and can modify starch. Together with the two basic components of starch, this results in starch that has strong gelling properties which can replace fat and gelatin in several applications, like dairy, bakery products and sweets. Products can now have the same taste and texture with the addition of Etenia, while there is less fat present.
Ojah
Ojah serves the business to business market and launched Beeter in 2010 which is called ‘the most versatile alternative for fish or meat’. More and more consumers want to eat less meat, however the existing products did not fulfill that need. Beeter is an alternative, but it has the taste and structure of meat or fish, and it fits into a healthy diet. Beeter is made of natural ingredients, is gluten-free, 100% plant based, low on fat, protein rich and produced in the Netherlands. Ojah won in 2012 the award for the most innovative small and medium company.
Proviand
Proviand is a product which is not officially launched yet, however a pilot test is conducted already. It is a small company started by a technical invention in 2009. A method was found to create a texture similar to meat, but from vegetables. Proviand is also, like Beeter, an alternative for meat, however Proviand is made from vegetables. It has a bite similar to meat, is full of healthy ingredients, it contains no gluten and e-numbers, and is low on fat and salt. Comparing to Beeter, for this product
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no soya is used which contributes to the sustainability. Proviand also aims to source 100% of their products locally, which is almost achieved.Eve’s Choice
Eve’s Choice was founded in 2010 and that year the company won the new venture award with the business idea to develop an innovative new cookie. A healthy and sustainable snack for women was developed which contained 25% less sugar than comparing products like Sultana. The base ingredient is barley, instead of wheat which is normally used. Other features of the product are the package which is resealable and the partible cookie which counters overconsumption, as consumers do not need to eat the entire cookie at once.
Bols
The company located in Amsterdam founded by Lucal Bols and specialized in liquors, launched in 2011 a radical innovation called Bols Foam. Bols was searching for something to boost their liqueurs and to create fun with cocktails. An inventor from England came to them and told them that he had found something interesting: foaming alcohol. Together they developed the product and in 2011 the product was launched. It is the first and only liqueur foam in the world and contains a natural ingredient which is added to make the liqueur foam able.
Mongozo
Mongozo is a Dutch company with its factory in Belgium. Mongozo developed a beer which is
completely gluten-free, fair trade and biologic; and this combination is unique. The most difficult part in the process is to retrieve gluten from the barley malt. The beer is especially for consumers who are not allowed to eat/drink gluten. The product Mongozo Premium Pilsener won in 2012 the award for the best gluten-free beer in the world.
Characteristics
Table 4.1 shows four characteristics of the eight cases. The eight cases are categorized based on (1) their size, (2) if the company was founded to commercialize that specific innovation, (3) if the innovation was technology – or market driven, and (4) if the company operates in a business to business environment or business to consumer environment. These characteristics are selected as the companies differ greatly on these characteristics.
A company is categorized as a large company, as it has more than 50 employees. A company is founded for that innovation as the innovation described above was their first product. Other companies existed already and did have other products. The distinction between technology – and market driven is based on the outside-in versus inside-out perspective. Taking into account that almost no pure technology-driven and market-driven companies exist anymore, companies try to gain advantages of both strategies; the selection is made on the route to market of the innovation. Market driven innovations started with business ideas focusing on market opportunities. The product was developed hereafter. Technology driven innovations started mainly by technological inventions by the companies and the application was found afterwards.
Table 4.1: Characteristics of the company Company Small versus
large
Founded for that innovation
Technology versus market driven
BtoB versus BtoC
DEMB 1753 Large No Market Both
Yuno Small Yes Market Both
AVEBE Large No Technology Business to Business
Ojah Small Yes Technology Business to Business
Proviand Small Yes Technology Business to Business
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Bols Small No Technology Business to Business
Mongozo Small No Market Business to consumers