Idea generation is the first stage of the new-product development process, in which product ideas are sought from various sources (e.g., R&D, market research, customers).
This stage is often called concept generation rather than idea generation, because the new product is only a concept at this time. This activity is followed by the idea screening stage.
- ^ American Marketing Association, AMA Dictionary.
- ^ Govoni, N.A. Dictionary of Marketing Communications, Sage Publications. (2004)