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Definition

Idea generation is the first stage of the new-product development process, in which product ideas are sought from various sources (e.g., R&D, market research, customers). This stage is often called concept generation rather than idea generation, because the new product is only a concept at this time. This activity is followed by the idea screening stage.[1] [2]

References

  1. ^ American Marketing Association. AMA Dictionary.
  2. ^ Govoni, N.A. Dictionary of Marketing Communications. Sage Publications (2004).

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