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 ________ the idea for both technical and commercial value.
A) patent
B) advertise
C) screen
D) promote
E) style

Question

Quizplus · Accepted Answer

Burger King did not screen the idea for both technical and commercial value which means they did not properly evaluate the potential success of the new french fry before launching it in the market. If they had screened the idea, they may have realized that their specifications for the fry were not aligned with what consumers actually want in a french fry. Patenting, advertising, promoting, and styling would not have necessarily addressed the root cause of the product's failure.

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