Burger King developed a new French fry to compete with McDonald's fry-considered the world's best. Burger King's specifications included that the crunch would last for seven or more chews. The product failed because consumers did not like the fry as much as McDonald's fry. It is most likely that Burger King did not sufficiently ________ the idea for both technical and commercial value.
A) patent
B) advertise
C) screen
D) promote
E) adopt

Question

Quizplus · Accepted Answer

Screening involves evaluating an idea for its technical and commercial value, and it seems that Burger King did not perform adequate screening before launching their new French fry. Patenting would not have addressed the issue of consumer preference, advertising and promoting may have helped raise awareness but would not necessarily improve the product, and adopting is not applicable in this context as it refers to the acceptance of an existing idea or practice.

Burger King Developed a New French Fry to Compete with McDonald's