Developing Successful Products
In this chapter, we attempted to lay out a step-by-step procedure for developing new-to-market products. The critical steps in this procedure are developing a consumer- and market-friendly business strategy, identifying consumer needs, and recognizing market conditions. The outcome of the process is a concise, preferably a single page, product development plan. It should be recognized that this process requires the participation of a number of individuals with a wide range of expertise. It would be foolhardy to think that one individual, single-handedly, could accomplish this task. No matter how capable an individual, the key lies in recognizing that people must buy into the final outcome and the outcome must have ...
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