Generating and screening new products ideas

Linda Rochford

Research output: Contribution to journalArticlepeer-review

87 Scopus citations


Opportunity identification is the initial stage in the new product development process where ideas for new products are generated and screened. A review of the nature of the opportunity identification process as it has been described in the literature is compared with some examples of opportunity identification processes in six industrial organizations. This comparison suggests that the opportunity identification process may be incomplete in describing opportunity identification in practice among succesful industrial firms.

Original languageEnglish (US)
Pages (from-to)287-296
Number of pages10
JournalIndustrial Marketing Management
Issue number4
StatePublished - Nov 1991


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