The 20 Toughest Questions for New Product Proposals

Abstract

Proposes the 20 key areas of questioning to which each new product proposition should be subjected by the product champion and/or the management reviewers. The questions are grouped into six categories for simplicity. Use of this approach to reviewing new product propositions should result in both increased understanding of the risks involved and optimization opportunities prior to resource commitment.

Citation

Constantineau, L.A. (1993), "The 20 Toughest Questions for New Product Proposals", Journal of Product & Brand Management, Vol. 2 No. 1, pp. 51-54. https://doi.org/10.1108/10610429310027455