The new product idea decay curve can be extended as an effective decision model for new product selection and identification of customer benefits. This model can be extended beyond its traditional descriptive role product selection parameters applicable to each phase of idea decay. It is argued that the extended model should be applicable to specific product lines as well as a company′s overall product offering. An extension of previous models is proposed to facilitate a quantitative representation of the shape and causative factors associated with individual and composite idea decay curves.
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