During which stage of the new-product process can an organization's marketing activities be blind-sided by a revolutionary new product or technology that completely disrupts its business?

Question

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During the new-product strategy development stage, an organization makes decisions regarding the target market, product positioning, and pricing strategy. However, this stage can be blind-sided by a revolutionary new product or technology that completely disrupts its business, as the organization may not have planned for such an eventuality. This can result in a need to pivot and change the new-product strategy, or even abandon the new product altogether.

During Which Stage of the New-Product Process Can an Organization's