Warning! Brands at Retail – Your Product Development Process Is Harmful To Your Health

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SUMMARY:

Typical 5 Step/Gate Product Development Process:
1. Discovery/Scoping
2. Building the Business Case/Plan
3. Development
4. Testing & Validation
5. Product Launch

This process has one major flaw if you are a brand whose business case is primarily built on accessing the consumer through the world of retail – the retailer is predisposed to prefer a private label solution …