Product Innovation Assessment Training Idea Screening and Business Analysis Module for the Marketing Curriculum
- 1 August 1992
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 14 (2) , 39-45
- https://doi.org/10.1177/027347539201400207
Abstract
A product idea screening and initial business (feasibility) analysis module for marketing courses is described. Product ideas that are evaluated in business feasibility analyses are provided by industry sponsors. Students and faculty benefit from the realism of experiential exercises. Industry sponsors benefit by having perspectives on product ideas from outside their own companies.Keywords
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