Ideas about potential new products should
A. be encouraged from any and all sources, since only a few ideas will develop into successful products.
B. not be eliminated from consideration until they have been tested in the commercialization stage.
C. come primarily from employees of the firm—so that time won't be wasted evaluating product ideas that are inconsistent with the firm's objectives and resources.
D. come from outside the firm, since studies show that really new ideas require a fresh perspective.
E. None of the above is correct.
Answer: A. be encouraged from any and all sources, since only a few ideas will develop into successful products.
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Marketing
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