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The Twenty Toughest Questions for New Product Proposals

The Twenty Toughest Questions for New Product Proposals Proposes 20 key areas of questioning to which each new productproposition should be subjected by the product champion. Classifies thequestions into six categories conceptproduct, company, consumers,customers, competition, and clarifications. Concludes that use of theapproach has the benefits of both increasing the understanding of risks,and of optimization opportunities prior to resource commitment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

The Twenty Toughest Questions for New Product Proposals

Constantineau, Larry A.
Journal of Consumer Marketing , Volume 9 (2): 3 – Feb 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210037015
Publisher site
See Article on Publisher Site

Abstract

Proposes 20 key areas of questioning to which each new productproposition should be subjected by the product champion. Classifies thequestions into six categories conceptproduct, company, consumers,customers, competition, and clarifications. Concludes that use of theapproach has the benefits of both increasing the understanding of risks,and of optimization opportunities prior to resource commitment.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Feb 1, 1992

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