071002%20Concept%20Evaluation

071002%20Concept%20Evaluation - Product Strategy: Marketing...

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Product Strategy: Marketing 4250 Professor Laura Kornish Leeds School of Business October 2, 2007 Concept Evaluation
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Where are we?
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NPD is a series of stages of screening, advancement, and refinement. Phase 1: Opportunity Identification and Selection Phase 2: Concept Generation Phase 3: Concept Evaluation Phase 4: Development Phase 5: Launch This process helps to generate ideas, and it helps turn good ideas into better ideas. To stack the odds in their favorite, firms use a structured process: Slide from the first week of class.
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Entering Phase 3: Concept Evaluation You identified a promising market opportunity. The opportunity is expressed in a strategy statement (focus section of PIC = market and technology dimensions that define innovative activity). You used different techniques to develop many product concepts. Product concepts = need, form, technology. Now what?
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071002%20Concept%20Evaluation - Product Strategy: Marketing...

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