NEW PRODUCT DEVELOPMENT: A SYSTEMATIC APPROACH

This articles proposes a method for marketers to get more successful new product ideas per dollar spent. Its premise is that money invested in idea generation is worth ten times that amount spent later in test market. If its core concept is strong, a new product will survive the inevitable mistakes in pricing, packaging, advertising, etc. that will be made along the way; conversely, even the best advertising can't save a fledgling product if its concept is only mediocre.