Question
2. Throughout the concept evaluation system there is a risk that winning product ideas and concepts could be eliminated (especially at the earliest stages when
2. Throughout the concept evaluation system there is a risk that "winning" product ideas and concepts could be eliminated (especially at the earliest stages when eliminations are easiest). Should firms be concerned about losing "winning" concepts early? Discuss this question, along with giving two approaches that firms could use, in their concept evaluation system, to stop the elimination of "winning" concepts.
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Marketing Management
Authors: Philip R Kotler, Kevin Lane Keller, Subramanian Sivaramakrishnan, Peggy H. Cunningham
14th Canadian Edition
132161079, 978-0133076752, 013307675X, 978-0132161077
