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This paper aims to understand the motivations for product innovation and brand leadership using a series of case studies focusing on firms with leading market positions of different types.

A qualitative study is presented of three leading food sector firms of different types (large/public, medium/private, and international/cooperative). An analysis of brand leadership is undertaken in the context of a conceptual framework linking process innovation, product innovation, and the firm's resource base and market orientation.

The cases suggest that process innovation supports product innovation as firms implement strategies to differentiate their products. Response to changing demand is a disciplined reaction where firms exploit their specialized resources using superior product knowledge and branding power. Leadership positions are maintained not only by responding to changing demand but by steering the market using innovative products and consumer education.

This study suggests that firms use their unique resource base and form strategies to capitalize on their capabilities. A single, dominant orientation is not necessary to maintain leadership. Rather process innovation can facilitate product innovation leading to successful product differentiation and enhancing a leadership position. The question of whether the growing power of retailers means the demise for branded food manufacturers is one that deserves attention. Innovation and its motivation is a national public policy concern that is influenced by a myriad of regulations and laws administered by various agencies.

This study is the first one to pull together the experiences of food‐firm brand leaders with their branding and innovation strategies as they look to the global arena for growth.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

In the 1980s, leading US food manufacturing firms could easily differentiate products using branding strategies supported by significant advertising expenditures. However, branded food manufacturers are now facing a different environment from previous decades.

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

This paper is of value to brand managers and leaders who wish to gain a better understanding of the motives for innovation and leadership

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.