extended abstract of the master thesis - uclouvain · farinaceous products. regarding the ranking...

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Extended abstract of the master thesis Country characteristics driving innovation adoption in the European food and drink industry This is an extended abstract of the master thesis, the final version is not yet ready, however this abstract is and extended description of the work. Some parts still need to be finalized. Introduction The adoption of innovation has become a critical determinant of productivity and survival in the European food industry which operates in a turbulent market, characterized by global competition, and fast changing demands for sustainability of production and transparency of chain processes. Consumer’s attitudes towards food have undergone a permanent change, demand for healthier, locally produced products and environment friendly products make the competition in the food industry more intense than ever, and manufacturers must be continually alert in order to remain relevant for distribution channels. So, it becomes evident that the European food industry has to adapt to these fast changing circumstances and that its innovativeness has to be enhanced. Due to their key role in modern society adoption and diffusion of innovations have been studied within various disciplines, for example economics (e.g. Mansfield 1961; Stoneman & Ireland, 1983), sociology (e.g. Rogers, 1962), geography (e.g. Brown, 1981), medical sociology (e.g. Coleman, Katz & Menzel 1957), cultural anthropology (e.g. Barnett 1953) and marketing (Bass, 1969; Gatignon & Robertson, 1985; Gatignon & Robertson 1989; Robertson & Gatignon, 1986). Still incomplete The European food industry 1. Structure The food industry plays an important role in the economy of the EU. According to the Data and trends of the European food and drink industry report ( 2013-2014), the food industry is the largest manufacturing sector in EU with a turnover of 1.048 billion, which represents 14.6% share of turnover in the EU manufacturing industry ( Eurostat, 2011). The sector generates a value added of 206 billion, a contribution of around 1.8% to EU gross value

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Page 1: Extended abstract of the master thesis - UCLouvain · farinaceous products. Regarding the ranking of EU food and drink imports, the largest increase was recorded for processed tea

Extended abstract of the master thesis

Country characteristics driving innovation adoption in the

European food and drink industry

This is an extended abstract of the master thesis, the final version is not yet ready, however

this abstract is and extended description of the work. Some parts still need to be finalized.

Introduction

The adoption of innovation has become a critical determinant of productivity and survival in

the European food industry which operates in a turbulent market, characterized by global

competition, and fast changing demands for sustainability of production and transparency of

chain processes. Consumer’s attitudes towards food have undergone a permanent change,

demand for healthier, locally produced products and environment friendly products make the

competition in the food industry more intense than ever, and manufacturers must be

continually alert in order to remain relevant for distribution channels. So, it becomes evident

that the European food industry has to adapt to these fast changing circumstances and that its

innovativeness has to be enhanced.

Due to their key role in modern society adoption and diffusion of innovations have been

studied within various disciplines, for example economics (e.g. Mansfield 1961; Stoneman &

Ireland, 1983), sociology (e.g. Rogers, 1962), geography (e.g. Brown, 1981), medical

sociology (e.g. Coleman, Katz & Menzel 1957), cultural anthropology (e.g. Barnett 1953) and

marketing (Bass, 1969; Gatignon & Robertson, 1985; Gatignon & Robertson 1989; Robertson

& Gatignon, 1986). Still incomplete

The European food industry

1. Structure

The food industry plays an important role in the economy of the EU. According to the Data

and trends of the European food and drink industry report ( 2013-2014), the food industry is

the largest manufacturing sector in EU with a turnover of €1.048 billion, which represents

14.6% share of turnover in the EU manufacturing industry ( Eurostat, 2011). The sector

generates a value added of €206 billion, a contribution of around 1.8% to EU gross value

Page 2: Extended abstract of the master thesis - UCLouvain · farinaceous products. Regarding the ranking of EU food and drink imports, the largest increase was recorded for processed tea

added. The EU food and drink industry is a key job provider and a relatively stable employer.

It is a direct employer of 4.24 million people with jobs spread across all Member States,

mostly in rural areas. The EU food and drinks industry’s share of employment in the EU

manufacturing industry is around 15.5%, and it is ranked ahead of the automobile, machinery

and equipments and fabricated metal products ( Eurostat, 2011)). The food and drink industry is

a diversified sector. It is characterized by a wide range of company sizes with SMEs accounting for a

large share of the activity (Table 1).

SMEs in the EU food and drink industry (%)

Micro

companies

(% in total)

Small

companies 10-19

(% in total)

Small

companies 20-49

(% in total)

Medium sized

companies

(% in total)

Total SMEs

(% in total)

Turnover 8.2 5.2 9.7 28.5 51.6

Value added 8.9 6.1 9.2 24.6 48.8

Number of

employees

16.9 9.6 11.7 26 64.3

Number of

companies

78.8 10.8 5.8 3.8 99.1

Eurostat, 2011

The diversity of the sector is not only in term of company’s size, but also in term of

production and activity. It contains a variety of sub sectors ranging from meat processing to

dairy production and drinks. The top 5 sub-sectors are: bakery and farinaceous products, meat

sector, dairy products, drinks and various food products category, they represent 75% of the

total turnover and more than four fifths of the total number of employees and companies. The

meat sector contribute with the biggest share of turnover, around 20%. However, the bakery

and farinaceous products contribute with the biggest share of employment (32%). At the

national level, the sector ranks among the top three manufacturing industries in terms of

turnover and employment in several Member States. It ranks first in France, Spain, the UK,

Denmark and Belgium. Germany, France, Italy, the UK and Spain are the largest EU food and

drink producers (Table 2).

Food and drink industry data as published by FoodDrinkEurope National Federations ,

2012

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Employment

ranking in

manufacturing

Turnover

€billion

Value added

€billion

Number of

employees

1,000

Number of

companies

Australia - 19.2 4.8 63 3,740

Belgium 1 47.5 6.8 89 4,768

Bulgaria 2 4.7 0.8 96 5,667

Cyprus 1 1.5 0.4 13 845

Czech

Republic

4 10.9 2.4 103 9,207

Denmark 1 26.2 3 54 1,600

Estonia 2 1.6 0.3 13 458

Finland 3 11 2.6 33 1,693

France 1 160.9 23.6 495 13,500

Germany 4 169.3 33.5 555 5,970

Greece - 11.2 1.4 65 1,180

Hungary 2 8.7 1.9 95 4,971

Ireland 1 22 6.9 43 689

Italy 3 130 24 386 6,850

Latvia 1 1.6 0.3 25 838

Lithuania 1 3.6 0.6 42 1,327

Netherland 1 66.6 15 133 4,751

Poland 1 49.7 9 396 14,330

Portugal 1 14.5 2.9 110 10,500

Romania 1 10.7 2.2 184 8,355

Slovakia 3 3.8 0.7 29 210

Slovenia 5 2 0.4 13 617

Spain 1 90.2 26.8 440 29,196

Sweden 5 19.5 4.6 55 3,600

United

Kingdom

1 114.1 29.7 406 7,766

Eurostat, 2011

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2. World markets

EU exports increased by 13.2% in 2012 compared to 2011, while imports remained almost

unchanged. Amongst the top ten export destinations, the highest growth rates can be

observed for EU food and drink exports to China, Australia, Saudi Arabia and Japan, with

rates increasing by 30%, 18%, 16% and 15% respectively. The strongest growth rates for

food and drink imports were observed in Russia, Ukraine and Malaysia. NAFTA remains

the EU’s largest trading partner by region, followed by EFTA and Mercosur. Export

growth was strongest for oils and fats, spirits, prepared animal feeds, bakery and

farinaceous products. Regarding the ranking of EU food and drink imports, the largest

increase was recorded for processed tea and coffee, mineral waters and soft drinks, and

oils and fats. The EU drinks, meat and dairy sectors reached a combined export market

share of close to 50% (Table 3).

Exports and imports by sub-sector, 2011-2012 (€ million)

Exports

2011 2012 12/11 %

Imports

2011 2012 12/11 %

Drinks 22,325 25,706 15 4,682 4,907 5

Spirits

Wine

Mineral

waters and

soft drinks

8,475 10,176 20 1,134 1,219 7

8,112 8,867 9 2,400 2,491 4

2,409 2,761 15 771 883 15

Various

food

products

16,457 18,661 13 9,881 10,053 2

Chocolate

Processes

tea and

coffee

4,644 5,235 13 2,354 2,091 -11

1,940 2,111 9 1,588 1,919 21

Meat

products

10,382 11,249 8 7,110 6,975 -2

Dairy

products

8,787 9,488 8 769 816 6

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Fruit and

vegetable

products

4,377 4,981 14 7,564 7,739 2

Oils and

fats

3,673 4,538 24 15,544 17,343 12

Prepared

animal

feeds

2,451 2,883 18 734 682 -7

Bakery and

farinaceous

products

2,968 3,498 18 540 570 6

Fish and

seafood

products

2,970 3,419 15 15,649 15,733 1

Grain mill

and starch

products

2,614 2,828 8 1,550 1,547 0

Eurostat

In the first half of 2013, EU exports increased by 4% compared to the same period in

2012. The value of imports remained almost unchanged. EU exports increased most

rapidly for the Balkans, the ASEAN, EFTA and Mercosur trading blocs. EU export

growth was highest for chocolate and confectionery, prepared meals and dishes, and fish

and seafood products.

The EU remains the leading exporter of food and drink products despite its shrinking

market share in global food and drink trade. A similar loss in market share was also

observed for other traditional exporters such as the USA, Canada and Australia. Countries

such as Brazil, Thailand, Indonesia and India have been continuously increasing their

export market share in recent years. The EU regained market share in a number of

traditional markets and future growth prospects look favourable in Brazil, China, Japan

and in emerging countries. The EU share in global food and drinks exports is 16.1%,

however it is 14% for imports (Figure 1,Figure2).

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3. R&D and innovation

The world’s top 61 leading food and drink companies collectively invested €8.7 billion in

R&D in 2012. Out of these 61 companies, 17 are based in the EU and invested €2.3

billion in 2012. Among those 7 EU companies, we find 5 in NL, 4 in UK, 3 in DE and one

for each following country: FR, DK, FI, BE and IE. The share of EU R&D investment of

food and drink industry output is around 0.27% in 2013 (Eurostat).

16.10%

12%

7.60%

7.50%4.90%

4.60%

4.50%

4.40%

4.20%

3.90%

3.10%2.80% 2% 1.60% 1.60%

The share of the top exporters of food and drink

products, 2012

EU USA china Brazil Thailand

Indonesia India Argentina Malaysia Canada

New zealand Australia Mexico Turkey Chile

14.60%14%

8.70%6.80%

4.20%4.20%

2.70%2.50%2.50%

2.20%1.90%1.90%

1.60%1.50%1.50%

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00%

USA

Japan

Russia

South Korea

Mexico

Malaysia

Indonesia

Thailand

The share of the top importers of food and drink products, 2012

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Drivers of innovation can be divided into 15 trends, grouped along five axes,

corresponding to general consumer expectations: pleasure, health, physical, convenience

and ethics. Pleasure, including variety of sense and sophistication, is by far the leading

axis with a 57% share in 2013. Dairy products are the leaders in innovation, followed by

ready-made meals which surpass soft drinks and rank second in 2013. The most

innovative food sectors in EU in 2013 are ranked as follow: dairy products, ready-made

meals, soft drinks, savory frozen products, biscuits, meat, delicatessen, poultry, Appetizer

grocery products, chocolate products, cheeses, condiments and sauces.

Conceptual framework

1. The concept of innovation

As innovation may involve a wide range of different types of change depending on the

environment studied, so these different changes resulting from different forms of

innovation are varying on different teams, departments and disciplines. Therefore,

innovation has been discussed variously across a range of disciplines such as human

resource management, operations management, entrepreneurship, research and

development, information technology, engineering, design, marketing and strategy.

However, there is no general agreement about the way of defining and measuring

innovation. Thus, each of these different disciplines proposes definitions for innovation

that fit better with the dominant paradigm of the discipline. As Damanpour and Schneider

(2006, p. 216) state: “Innovation is studied in many disciplines and has been defined from

0

5

10

15

20

25

0

5

10

15

20

25

30

35

USA EU Japan Switzerland New Zealand South Korea

R&D private investment in the food and drink industry for the world's top companies, 2012

R&D investment (€billion) Share of world regions(%)

Number of companies

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different perspectives”. This diversity of definitions leads to a situation in which there is

no clear and unique definition of innovation. Also, there is no unique way of measuring

innovation, some researches are based on published R&D expenditures and patent data

(Brschi, 1999; Malerba and Orsenigo, 1995). While other researches rely on

measurements deduced from detailed surveys among companies. In this part we offer

some examples of definitions of innovation in order to draw some similarities and

differences among them and to understand how they vary between disciplines. This part is

based on the article of Baregheh and al who highlight the requirements for clarification of

defining innovation by arising fundamental questions: what are the key definitions of

innovation? How do these vary between different disciplines? What are the similarities

and differences? Is it possible and helpful to construct a universal definition?

As early as 1965, Thompson’s early and straightforward definition simply states:

“Innovation is the generation, acceptance and implementation of new ideas, processes

products or services” (1965, p.2). More recently, another definition of innovation was

proposed by West and Anderson (1996) and reformulated by in 2008 by Wong et al.

(2008, p. 2): “Innovation can be defined as the effective application of processes and

products new to the organization and designed to benefit it and its stakeholders”. This last

definition seems to be more or less similar to the previous one, however Kimberly in

1981, introduced a new concept for innovation by distinguishing between different stages,

he states that : “There are three stages of innovation: innovation as a process, innovation

as a discrete item including, products, programs or services; and innovation as an attribute

of organizations.”(1981, p.108). For other researchers, they focus more on the newness of

the innovation as a key factor to define it rather than on its stages. For instance, Van du

Ven et al. (1986) state that, “As long as the idea is perceived as new to the people

involved, it is an ‘innovation’ even though it may appear to others to be an ‘imitation’ of

something that exists elsewhere”. Some others join both newness and stages of change in

order to provide a more detailed definition of innovation. The most famous quotation

reflecting this association is the one stated by Damanpour in 1996:“Innovation is

conceived as a means of changing an organization, either as a response to changes in the

external environment or as a pre-emptive action to influence the environment. Hence,

innovation is here broadly defined to encompass a range of types, including new product

or service, new process technology, new organization structure or administrative systems,

or new plans or program pertaining to organization members”.(1996, p.694). Many other

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variations in the definition of innovation arise from different disciplinary perspectives, we

present here a list of definitions gathered by Baregheh and al in their paper: Towards a

multidisciplinary definition of innovation:

Business and management: 18 definitions from 1966 to 2007.

Economics: nine definitions from 1934 to 2004.

Organization studies: six definitions from 1953 to 2008. .

Innovation and entrepreneurship: nine definitions from 1953 to 2007.

Technology, science and engineering: 13 definitions from 1969 to 2005.

Knowledge management: three definitions from 1999 to 2007.

Marketing: two definitions from 1994 to 2004.

On the basis of the key attributes highlighted throughout the previous definitions of

innovation, a diagrammatic definition of “innovation” is proposed in the paper of Baregheh

and al. The diagram incorporates the six attributes identified as being common to the various

disciplinary definitions of innovation.

Creation

Generation

Implementation

Development

Adoption

Organizations

Firms

Customers

Social systems

Employees

Developers

Technology

Ideas

Inventions

Creativity

Market

Succeed

Differentiate

Compete

Product

Service

Process

Technical

New

Improve

Change

Stages

Nature Type Aim

Social Means

Innovation process

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Innovation adoption:

In this work we focus on innovation adoption, it means that we try to study the main

characteristics driving the adoption of innovation. The following part present an overview of

adoption of innovation theory. We need to understand how innovation adoption has been

presented through the previous research works in order to have a good framework for this

present work. The process of innovation adoption has been studied for over 30 years, and one

of the most popular adoption models is presented by Rogers in his book, Diffusion of

Innovations (Sahin, 2006). Much research from a broad variety of disciplines has used the

model as a framework. Dooley (1999) and Stuart (2000) mentioned several of these

disciplines as political science, public health, communications, history, economics,

technology, and education, and defined Rogers’ theory as a widely used theoretical

framework in the area of technology diffusion and adoption. For Rogers (2003), adoption is a

decision of “full use of an innovation as the best course of action available” and rejection is a

decision “not to adopt an innovation” (p. 177). Rogers defines diffusion as “the process in

which an innovation is communicated thorough certain channels over time among the

members of a social system” (p. 5). As expressed in this definition, innovation,

communication channels, time, and social system are the four key components of the

diffusion of innovations.

Product and process innovation

Product and process are considered as prime manifestations of innovativeness by

organizations or firms. Acoording to the three-stage model propsed by Abernathy and

Utterback in 1978, who explained the rate of product and process innovations during the

development of an industry, the type of innovation adopted corresponds to the developmental

stage of the industry. A ‘product’ is a good or service offered to the customer or client and a

‘process’ is the mode of production and delivery of the good or service (Barras, 1986).

Thus, product innovation is defined as new products or services introduced to meet an

external user or market need, product innovation can be the result of changes in the

organizational structure of the company. This can be illustrated by an example from the food

industry in which food quality may be improved through a more efficient organization of the

firm’s safety control. Also, new products could be seen as a result of new market segments

exploitation. For instance, over the last decades, the food industry have targeted many new

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market segments starting from organic food, nutritional food up to ready-made meals.

However, product innovation is largely associated with changes in processing. Process

innovation is defined as new elements introduced into an organization’s production or service

operations (e.g., input materials, task specifications, work and information flow mechanisms,

and equipment) to produce a product or render a service (Ettlie and Reza, 1992; Knight, 1967;

Utterback and Abernathy, 1975). The distinction between product and process innovations is

crucial because depending on that, the process of innovation adoption can differ. Product

innovations has to do more with the outputs that are introduced for the benefits of customers

taking into account customer needs, design, packaging. While process innovations require

firms to introduce new tools, devices, procedures, knowledge by applying technology in order

to improve the efficiency of product development and commercialization (Ettlie et al.,

1984).In other words, product innovations have a market focus and are primarily customer

driven, while process innovations have an internal focus and are primarily efficiency driven

(Utterback and Abernathy, 1975).

Determinants of innovation

1. At the firm level

Diverse determinants of innovation have been identified through the past researches,

ranging from micro-economic characteristics and inter-firm linkages to macro-economic

performance. The age of the company, is one of the variables that was mostly analysed,

literature on the relationship between the age of the company and innovation go back to

Shumpeter ( 1934) who is considered to be the founding father of the theory of innovation

dynamics (Malerba and Orsenigo, 1995). In his first work “The theory of Economic

Development”, Shumpeter studied the European industrial structure in the late nineteenth

century which was at that period dominated by small firms. He figured out that new

entrance to the market is easier for firms bringing new technology, new ideas, new

products and new processes, therefore, existing firms with previous innovation and old

ways of production and distribution are excluded from the market. This dynamism was

called the creative destruction or the Shumpeter Mark I pattern of innovation. Donner des

exemples de résultats pr l’age. Firm size have been also analysed as a determinant of

innovation. The relationship between firm’s size and innovation goes back too to

Shumpeter’s second work (Capitalism, Socialism and Democracy, 1942), in this work

Shumpeter claimed that large firms are more likely to innovate than small firms. He

argued that large firms have accumulated knowledge and advanced experience in R&D

projects, this allow them to create barriers to entry for new firms. This finding was stated

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as the Shumpeter Mark II pattern of innovation. Later, this relationship has been widely

studied (Antonelli and Calderini, 1999; Breschi, 1999; Le Bars et al., 1998; Malerba and

Orsenigo, 1995). However, the debate on the relationship between company size and

innovation is still ongoing, empirical studies using different measurements of innovation

have led to apparently contradictory conclusions. Those contradictions are also due to

different sampling methods which in most of the cases take data across industries instead

of looking at the industry specific patterns of innovation.

Character of innovation in general and in the food industry

In economy, innovation is regarded as one of the main determinants of economic growth,

national progress and competitiveness. Moreover, innovation is crucial to help

surmounting global challenges such as climate change and sustainable development.

There is a lack of information on the subject of product innovations adoption regarding

agricultural and food companies in comparison with other non-agro-food companies. So, in

order to identify the factors associated with innovation adoption for agricultural and food

products, it is necessary to conduct an extensive literature review of what has been written

regarding the factors driving innovation adoption in general. This distinction is very important

as there are huge differences between the characteristics of agricultural and agro-food

products and the non-agro-food products. The food industry is by tradition local or regional

providing products using traditional production technology. This traditional way of

production have been appreciated by consumers who are concerned by the nature, the origin

and the safety of food they eat. Nowadays, the food sector in undergoing huge technological

changes affecting consumer’s behaviors. Those changes can be divided into two main

categories: Information and communication technology, and biotechnology and

bioengineering. Information technology offers opportunities for direct contact between

producers and consumers, thus in the food market, traceability is becoming increasingly

important to ensure safety and quality and to meet consumers’ expectations. For

biotechnology, it is not new, it was used in many traditional production process for example

beer, wine and cheese, however, new biotechnological knowledge based on scientific research

in medicine, chemistry and biology have given researchers and product developers new tools

offering revolutionary opportunities. The changes didn’t affect only the consumer attitudes, in

fact international competition and the structural changes taken place in the European scene

reinforce the need of innovation. The introduction of new products is regarded as an essential

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element of competition between food companies and the successful management of new

product becomes a key determinant of business performance. As a result, innovation is

considered as a major source of competitive advantage for a food company.

Previous research

Starting from Schumpeter’s works (1934, 1942), many theoretical as well as empirical studies

have sought estimate the role played by internal and external factors in determining the

propensity and intensity of firm innovation. Among the internal factors, attention has focused

on firm size, age, entrepreneurial, know-how and firm experience, as well as some

organizational features linked to the management-property relationship and the structure of

decisional processes. External factors, these include market size and demand growth.

Previous empirical studies on innovation adoption are mainly based on monographic studies

which quantify innovation diffusion by looking at the adoption of a specific technology (ICT,

seed, medical technologies for instance). All these works focus only on firms for just one

country and, the conclusions are restricted to the specific national cases.

Few studies consider different countries covered by CIS probably due to the lack of

homogeneity found in the data available (some sectors missing in some countries, different

classification of sectors in the different countries, among other problems).

Research objectives and questions

1. Research question: General country characteristics affect the introduction and

adoption of new food products.

2. Aim of the study: To find out the appropriate model to estimate the relationship

between country characteristics and the number of new food products introduced into

the market.

Data

For the independent variables which are :

Gross domestic production

Population with tertiary education

R&D in food and drinks

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Foreign direct investment

Environmental expenditures

Annual wages

Final households expenditures on food and drinks

Government investment

Export of food

Total health expenditures

*FDI

Foreign direct investment (FDI) is a category of cross-border investment in which an investor

resident in one economy establishes a lasting interest in and a significant degree of influence

over an enterprise resident in another economy. Ownership of 10 percent or more of the

voting power in an enterprise in one economy by an investor in another economy is evidence

of such a relationship. FDI is a key element in international economic integration because it

creates stable and long-lasting links between economies. FDI is an important channel for the

transfer of technology between countries, promotes international trade through access to

foreign markets, and can be an important vehicle for economic development. The indicators

covered in this group are inward and outward values for stocks and flows.

*Average wage

Average wages are obtained by dividing the national-accounts-based total wage bill by the

average number of employees in the total economy, which is then multiplied by the ratio of

the average usual weekly hours per full-time employee to the average usually weekly hours

for all employees. This indicator is measured in USD constant prices using 2012 base year

and Purchasing Power Parities (PPPs) for private consumption of the same year.

*HH final consumption expenditure on food and drink ( millions of euro), current prices

This comparative table includes statistics on the final consumption expenditure of households

broken down by the COICOP (Classification of Individual Consumption According to

Purpose) classification and by durability. Final consumption expenditures comprise different

variables such as clothing and footwear, health, food expenditure, transport, education,

durable goods, final consumption expenditure, social protection and more. Data are

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internationally comparable by following the System of National Accounts 1993 (SNA 1993)

and are expressed in millions of national currency. Data are presented from 1950 onwards.

*Total health expenditure as % of gross domestic product

Sum of General Government and of Private Expenditure on Health. Estimates for this

indicator were produced by WHO. The estimates are, to the greatest extent possible, based on

the National Health Accounts classification (see the World Health Report 2006 for details).

The sources include both nationally reported data and estimates from international

organisations like IMF, WB, UN and OECD. Therefore they may somewhat differ from

official national statistics reported by countries.

Data were collected from OECD, Eurostat, WHO. From the period: 2004 until 2013 for 7

european countries: Belgium, France, Germany, Hungary, Italy, Spain and UK .

The choice of those variables was based on the literature review and on the availability of

data.The choice of the countries was also based on data availability. For the dependent

variable ( Number of new products launched between the period 2004-2013), we collect data

from Mintel GNPD dataset (Global New Products Database). It is an

online database of new fast moving consumer goods, also known as consumer packaged

goods. Over one million records from more than 50 countries

provide product ingredients, nutrition facts, packaging, distribution and pricing information.

Added in 2007, Mintel GNPD IRIS allows users to differentiate successful and unsuccessful

product launches.

The following graph represent the number of new products launched into the market for the 7

European countries between 2004 and 2013:

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Methodology

We make a panel data regression, all the regression are done using stata 13. We make three

regressions: Pooled regression model, Fised effects model and Random effects model.

1. Pooled regression model:

I pool all 70 observations toghether and run the model neglecting the across section and time

series nature of data. The major problem with this model is that it does not distinguish

between the various countries that we have. In other words, by combinig 7 countries by

pooling, we deny the heterogeneity that may exist among countries.

I assume all countries are same.

2. Fixed effects model or LSDV Model:

It allows for heterogeneity among 7 countries to have its own intercept value. The term fixed

effect is due to the fact that although the intercept may differ across countries, but it does not

vary over time. That is it is time invariant.

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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Germany UK France Italy Spain Hungary Belgium

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3. Random effects model

Here our 7 countries have a common mean value for the intercept.

After estimating the 3 models, I apply Hausman test to check which model is suitable.

Hausman test:

Null hypothesis: Random effects model is appropriate.

Alternative hypothesis: Fixed effects model is appropriate.

If I got a statistically significant P-value, I shal use fixed effects model, otherwise random

effects model. It means that if:

P-value < 5% : I reject null hypothesis and accept the alternative.

P-value > 5% : I don’t reject null hypothesis.

Prelimenary results

1. First regression: Pooled regression model:

Number of obs = 70

F(10,59) = 17.96

Prob > F = 0.0000

R-squared = 0.7108

Root MSE = 683.67

_cons 4822.869 1993.953 2.42 0.019 832.9778 8812.76

totalhealthexpenditureasofgdp -546.3508 238.957 -2.29 0.026 -1024.503 -68.19882

exportfood .0296781 .0142212 2.09 0.041 .0012215 .0581346

governmentinvestment -10.98423 42.25538 -0.26 0.796 -95.53705 73.56859

finalhhconspexponfoodanddrinks .0100629 .0059818 1.68 0.098 -.0019065 .0220324

annualavgwages -.1264479 .0557774 -2.27 0.027 -.2380583 -.0148375

foreigndirectinvestment -5.43545 6.348237 -0.86 0.395 -18.13824 7.267342

rdinfoodpdtandbeverages -2.55e-07 1.99e-07 -1.28 0.207 -6.54e-07 1.44e-07

popwithtertiaryeducation 88.99785 20.84907 4.27 0.000 47.27896 130.7167

envexp 6.010443 2.427053 2.48 0.016 1.15392 10.86697

grossdomesticspendingonrd 1439.905 526.1883 2.74 0.008 387.0048 2492.806

numberofnewproducts Coef. Std. Err. t P>|t| [95% Conf. Interval]

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Among the 10 independant variables, we have 7 varibales which are significant:

( P-value <5%). For the time being, I should not accept the results of this regression because I

cannot assume that all countries are same.

2. Second regression: Fixed effects model

Group variable: country

R-sq within= 0.7625

Between=0.0073

Overall= 0.0481

Nbr of observations= 70, Nbr of groups=7

Obs per group: min 10; Avg 10; Max 10

Corr(u_i, xb) = -0.8632

F(10,53) = 17.01

Prob > F= 0.0000 P-value is too small ( less than 5%), it means that all the

coefficients of this model are not equal to zero.

3. Third regression: Rnadom effects model

rho .97183172 (fraction of variance due to u_i)

sigma_e 427.52769

sigma_u 2511.1902

_cons -3871.473 3211.069 -1.21 0.233 -10312.06 2569.115

totalhealthexpenditureasofgdp 325.6786 231.2383 1.41 0.165 -138.1266 789.4838

exportfood .0493796 .0158547 3.11 0.003 .017579 .0811801

governmentinvestment -21.71537 33.72745 -0.64 0.522 -89.36406 45.93333

finalhhconspexponfoodanddrinks -.0235317 .018108 -1.30 0.199 -.0598518 .0127883

annualavgwages -.0733396 .1023552 -0.72 0.477 -.278638 .1319588

foreigndirectinvestment -12.82752 5.186165 -2.47 0.017 -23.22965 -2.425392

rdinfoodpdtandbeverages -4.07e-07 1.66e-07 -2.45 0.017 -7.40e-07 -7.45e-08

popwithtertiaryeducation 208.4443 89.13767 2.34 0.023 29.6568 387.2318

envexp -6.385398 2.653247 -2.41 0.020 -11.70714 -1.063658

grossdomesticspendingonrd 1768.021 971.0091 1.82 0.074 -179.5771 3715.618

numberofnewproducts Coef. Std. Err. t P>|t| [95% Conf. Interval]

Page 19: Extended abstract of the master thesis - UCLouvain · farinaceous products. Regarding the ranking of EU food and drink imports, the largest increase was recorded for processed tea

Number of obs = 70

Group variable: country

Number of groups = 7

Obs per group: Min =10; Avg =10; Max =10

R-sq: within = 0.4202

between = 0.9490

overall = 0.7527

Wald chi2(10) = 179.59

Prob > chi2 = 0.0000 P-value is too small ( less than 5%), it means that all the

coefficients of this model are not equal to zero.

corr(u_i, X) = 0 (assumed)

4. Hausman test

*Null hypothesis: Random effects model is appropriate

*Alternative hypothesis: Fixed effects model is appropriate

rho 0 (fraction of variance due to u_i)

sigma_e 427.52769

sigma_u 0

_cons 4822.869 1993.953 2.42 0.016 914.7924 8730.945

totalhealthexpenditureasofgdp -546.3508 238.957 -2.29 0.022 -1014.698 -78.00356

exportfood .0296781 .0142212 2.09 0.037 .0018051 .0575511

governmentinvestment -10.98423 42.25538 -0.26 0.795 -93.80326 71.83479

finalhhconspexponfoodanddrinks .0100629 .0059818 1.68 0.093 -.0016611 .021787

annualavgwages -.1264479 .0557774 -2.27 0.023 -.2357696 -.0171261

foreigndirectinvestment -5.43545 6.348237 -0.86 0.392 -17.87776 7.006865

rdinfoodpdtandbeverages -2.55e-07 1.99e-07 -1.28 0.202 -6.46e-07 1.36e-07

popwithtertiaryeducation 88.99785 20.84907 4.27 0.000 48.13442 129.8613

envexp 6.010443 2.427053 2.48 0.013 1.253506 10.76738

grossdomesticspendingonrd 1439.905 526.1883 2.74 0.006 408.595 2471.215

numberofnewproducts Coef. Std. Err. z P>|z| [95% Conf. Interval]

Page 20: Extended abstract of the master thesis - UCLouvain · farinaceous products. Regarding the ranking of EU food and drink imports, the largest increase was recorded for processed tea

Prob > chi2= 0.8942 : Here the probability value is high ( more than 5%), meaning that I

cannot reject the null hypothesis: The random effects model is the appropriate.

I double check with the Breush and Pegan LM test for random effects model: Null hypothesis

here is pooled regression model is appropriate and alternative hypothesis is random effects

model is appropriate: Both tests confirm that random effects model is appropriate.

Next step of the work

In the next step, we would like to do the same work as before, but this time we will

decorticate the new food products introduced to the market by type of claims: Health claim,

environmental claim and convenience claims. And to see if there is a change in the results

obtained before.

To be finalized