The R-W-W framework asks three questions: Is it real? Can we win? Is it worth doing? Marketers should ask these questions during the ________ stage of the new-product development process.
A)idea generation
B)idea screening
C)concept testing
D)product development
E)commercialisation

Question

Quizplus · Accepted Answer

The R-W-W (Real, Win, Worth doing) framework is typically used during the idea screening stage of the new-product development process to evaluate the viability, competitive advantage, and potential profitability of new product ideas.

The R-W-W Framework Asks Three Questions: Is It Real? Can