The Product Manager's Desk Reference

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CHAPTER 14 JUSTIFYING PRODUCT INVESTMENTS: THE BUSINESS CASE

Executive Summary

A Business Case is a standard method used to justify investments in new products, product enhancements, and major marketing programs.

The Business Case is a dynamic document that evolves from the Concept phase, through Feasibility, and is baselined in the Definition phase. Its assumptions are continually reevaluated throughout the product's life.

Business Cases are ...

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