““if one looks down on a product concept from a bird’s-eye view it is quickly apparent that during most of the development period the concept is sitting still, awaiting feedback from the group which conducts the clinics on all of the firm’s products or awaiting its place on the schedule of the department which conducts small-scale market trials for all products. Then, when the decision to launch is made, there is more waiting while the production system is adapted to accept the new product, new packaging materials are developed, and the marketing campaign is planned.””
