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The Product Development framework can be practically applied in the footwear industry in several ways. Firstly, it can be used in idea screening where a team of product designers sift through ideas to determine which shoe will most improve athletic performance. Secondly, it can be used in concept development and testing where customer reactions about product ideas are sought and market research is conducted. Product teams can use the framework to determine whether the shoe will be accepted in the market. If not, alternative shoe ideas are tested. Lastly, a marketing team can use the framework to develop the promotional strategy.
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How do you stay innovative and provide the right values for customers? Effective product development allows companies to sustain, grow, and thrive in...
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Second in the process comes idea screening. Nike uses a creative team of 75 product designers to sift through ideas and determine which shoe will most improve athletic performance. After idea screening, Nike implements concept development and testing. Here, Nike seeks customer reactions about their product ideas and conducts market research. Product teams determine whether the shoe will be accepted in the market. If not, alternative shoe ideas are tested. A marketing team then develops the promotional strategy.
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