Abstract for: What Constrains ‘Identity-Preserved’ Product Growth? An Exploration of High-Oleic Soybean Oil with Group Model Building
We use Group Modeling Building to develop a quantitative model to explain why 'identity- preserved' high-oleic acid soybean oil (HOSO) has not been widely adopted by end users despite its functional benefits to end users and health benefits to consumers. Our initial work- in-progress results suggest that cost of HOSO relative to alternatives has not been given requisite consideration in previous HOSO use projections and that direct communication with end users about cost and functionality benefits is appropriate. Coordination among supply chain partners does not appear to be a major constraint to growth although it could be temporarily important during any rapid-growth phase.