This study examined how different product development directive origins whether top-down or market-led, affects commercialization outcomes and consumer adoption within Philippine QSRs. Despite the volume of R&D activity in our country’s F&B sector, there is limited evidence on how the said directive types of influence OTIF launches, testing and validation practices, and eventually sustained product performance in the menu. Using a mixed-method design, the study gathered quantitative data from 30 survey respondents and qualitative insights from 10 interviews, triangulated by secondary and readily available industry sources. Key variables measured included commercialization success, adoption outcomes, time-to-market pressure, compressed Product Development lifecycles, and the risk of bypassing validation stages.
Findings show that market-led directives outperform top-down directives in both commercialization success and consumer adoption-related metrics. Top-down initiatives are perceived by respondents to usually launch on schedule but often experience compressed timelines and reduced validation steps, while market-led initiatives demonstrate stronger discipline in testing and sustained higher consumer adoption. Correlation analysis revealed a strong link between executive-drive directives and compressed timelines, and a positive relationship between more frequent validation and stronger adoption. However, timely launches do not guarantee product longevity in the market. Qualitative results supported these patterns, and the findings also align with the Innovation Diffusion Theory, the Resource-based View Theory and the Dynamic Capabilities Theory. The study recommended a hybrid model moving forward, leveraging the market-led initiatives for consumer-dependent projects and reserving the top-down directives for high-impact strategic initiatives. This study aimed to contribute empirical evidence on directive origin and impact to innovation outcomes in the PH QSR market, addressing a notable gap in the currently available R&D-related research.
