Compared with other phases of the new-product development process, the largest number of new-product ideas is rejected during the ____ phase.
A) idea generation
B) concept testing
C) business analysis
D) screening
E) test marketing

Question

Quizplus · Accepted Answer

Screening is the phase where ideas are evaluated and eliminated based on various criteria such as feasibility, profitability, and compatibility with company goals. This phase aims to filter out ideas that are not worthy of further development, and as a result, the largest number of ideas is rejected during this phase.

Compared with Other Phases of the New-Product Development Process, the Largest