..., which in turn can contribute to regional identity (Ilbery and Kneafsey, 1999). At the other end, “consumer demand for quality and tradition provides its own opportunities for the agri‐food‐industry” (Gilg and Battershill, 1998 , p. 27). In recent years, rural areas have continued developing niche...

... of technology strategy, technology turbulence upon ES and the impact of ES upon NPD. © Emerald Group Publishing Limited 2008 Food industry Product development Technology led strategy Thailand Well organized, market‐oriented new product development (NPD) can be a major source of competitive...