Sunday, December 14, 2008
Idea screening
The purpose of idea generation is to create a large number of ideas. The purpose of the succeeding stages is to reduce that number. The first idea-reducing stage is idea sreening, which helps spot good ideas and drop poor ones as soon as possible. Product development costs rise greatly in later stages, so the company wants to go ahead only with the poduct ideas that will turn into profitable products. "(Kotler, Marketing an introduction, Ch.8, Pg.236)
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