All Theses, Dissertations, and Capstone Projects

Year of Award



Master of Business Administration (MBA)


College of Business & Professional Studies

Degree Program



Business Administration


product, sales, market analysis, forecasting


Introducing a new product into a regional or national market involves a substantial dollar commitment and risk. Therefore, a company needs a risk reduction approach to reduce costs and risks in their new product development process.

Chapter one describes the risk-reduction approach for new product development. Each phase in the approach ends with a Go/No-Go Decision that is aimed at reducing the risks and costs.

The second chapter begins with a recognition of a new product opportunity. The final step in this first phase of the risk reduction approach is a management review meeting which ends with an agreement on the company’s initial expectations.

Chapter three begins with the marketing department collecting, analyzing, and evaluating all available facts on the potential opportunity. Based on the information from the marketing situation analysis the the marketing department evaluates the worthiness of the new product opportunity and new product idea.

Document Type

Restricted Thesis

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Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
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