At what stage of the new-product development process are most new product ideas rejected?
A) test marketing
B) idea generation
C) idea screening
D) diffusion

Question

Quizplus · Accepted Answer

Most new product ideas are rejected at the idea screening stage, where they are evaluated based on their feasibility, profitability, and alignment with the company's goals and resources. This stage helps to eliminate ideas that are not worth pursuing before investing in further development and testing. While test marketing can also lead to the rejection of some ideas, it comes later in the process and only involves a limited market test rather than a full evaluation of the idea's potential. Idea generation is the starting point for new product development, and diffusion refers to the process of how products are adopted by the market, neither of which involves rejection of ideas.

At What Stage of the New-Product Development Process Are Most