Borden, Inc., wants to develop a new line of great tasting, low-calorie, low-fat, and low-cholesterol processed cheese products. The managers are studying whether demand is strong enough and whether the new line will yield a favorable return on investment. The managers are currently in which phase of new product development?
A) Idea generation
B) Product development
C) Test marketing
D) Screening
E) Business analysis

Question

Quizplus · Accepted Answer

The managers are conducting a business analysis to determine whether the new line will yield a favorable return on investment. This is a critical phase in the new product development process, as it helps determine the feasibility of the product before investing significant resources into further development and commercialization.