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Winning at New Products: Creating Value Through Innovation by Robert G. Cooper

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10
DEVELOPMENT, TESTING, AND LAUNCH
I think all great innovations are built on rejections.
—Louise Nevelson (1900–1988), American artist

PARALLEL ACTIONS DURING STAGE 3: DEVELOPMENT

The project passes Gate 3 and is Go for Development. The front-end homework has been done and the product has been clearly defined: target market, product concept and positioning, benefits, and product requirements.
Stage 3, Development, begins and you implement your Development Plan as approved at Gate 3. That is, you translate your Business Case plans into concrete deliverables—a prototype product that has been partially validated with customers and also via extensive in-house tests. The deliverables and key tasks in Stage 3 are shown in Figure 10.1. Note that ...

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