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| Q. |
All of the following are accurate descriptions of new-product development approaches used by companies in the commercialization phase of the process, except which one? |
| A. | New-product development teams in the simultaneous approach tend to stay with the new product from start to finish. |
| B. | In the simultaneous approach, top management gives the product development team general strategic direction but no clear-cut product idea or work plan. |
| C. | In order to get their new products to market more quickly, many companies are adopting a faster approach called sequential product development. |
| D. | The simultaneous team-based approach can be riskier and more costly than the slower, more orderly sequential approach. |
| Answer» C. In order to get their new products to market more quickly, many companies are adopting a faster approach called sequential product development. | |
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