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    Concept testing : a key to successful product development

    Frazer, Sally Ann
    Abstract
    Concept testing is a research tool used to assess the market viability of a new product idea prior to incurring the development expense of actually fabricating a product. This paper examines the current literature on concept testing to establish its importance with respect to new product success. The New Zealand mobile radio manufacturer Tait Electronics is used to illustrate how the technique has been applied in this country.
    Keywords
    creativity; product innovation; goods and services; market analysis; decision making; business development; industrial products; marketing strategies; concept testing; entrepreneurship
    Date
    1994-07
    Type
    Discussion Paper
    Collections
    • Commerce Division Discussion Paper series [116]
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