new product developement

Before a product is being put on shelf for sale, it must have been through new product development process. The research and development ( R & D ) department holds the responsibility to perform this eight-stages process. According to Kotler & Armstrong
( 2001 ), the main purposes for this process are to develop new products, improve existing product and modify products.

The first stage is idea generation. “ This is the systematic search for new-product ideas.” ( Kotler & Armstrong, 2001, p.337 ). In Motorola, the R & D staff and o...