CHAPTER 11 MAKING A MOLEHILL OUT OF A MOUNTAIN: THE CONCEPT PHASE

Executive Summary

square New product concepts come from a variety of sources, including intensive market analysis, observation, and even structured ideation activities.

square There are always going to be more ideas than there are resources to commercialize them. Not all ideas will make good business sense. A structured process helps to narrow down the field, quickly and efficiently.

square The Concept ...

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