Winning at New Products: Creating Value Through Innovation by Cooper Robert G

Author:Cooper, Robert G....
Language: eng
Format: epub
Published: 2014-05-02T08:54:50.168000+00:00

Here are some of the actions in Stage 1, Scoping—see Table 7.1 for a summary:

Preliminary Market Assessment

Preliminary market assessment involves a quick-and-dirty market study. The purpose is to determine if the proposed product has any commercial prospects:• to assess market attractiveness and potential,

• to gauge possible product acceptance,

• to size up the competitive situation, and

• to shape the idea into a tentative product design.

Not a full market research study, but a quick and cheap assessment of the market opportunity.

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