Which step follows Idea Screening in the New Product Development Process?

The step that follows Idea Screening in the New Product Development Process is Concept Development. After ideas have been screened to eliminate those that are not feasible or don't align with the company's goals, the next logical step is to develop the selected ideas into detailed concepts. This involves creating a more refined version of the product idea by outlining its features, benefits, and how it will meet customer needs.

In this stage, teams may create prototypes or conduct preliminary research to visualize how the product will function and appeal to potential customers. Concept Development is crucial because it allows for the exploration of how the product concept can be effectively communicated to the market. Understanding customer perceptions and refining the idea further lays the foundation for the subsequent steps in the new product development process, which include Business Analysis, Market Testing, and eventually Commercialization. This progression ensures that only the most promising concepts move forward in the development pipeline.