Series of increasingly stringent tests

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The “funnel” view of new product development suggests that: each new product idea must pass a series of increasingly stringent tests in order to be introduced into the market.

- early stages should be finished quickly in order to get to the really good ideas.

- new product ideas fail at about the same rate at each level of the funnel.

- profitable new product ideas are easy to come up with but hard to recognize.

Reference no: EM131749947

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