In the new-product development process discussed in the text, the burden is on the new-product idea to prove itself or be rejected.

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The new-product development process involves several stages, with the burden on each stage to prove the viability of the idea or identify flaws that may lead to rejection. However, ultimately, the new-product idea must prove itself through market testing and customer response to be successful.

In the New-Product Development Process Discussed in the Text, the Burden