Final answer:
The largest number of new-product ideas is rejected during the screening phase of the new-product development process. Screening serves as a critical filter to discard unfeasible ideas and focus on those with the most potential. Selected ideas then proceed to further stages of development.
Step-by-step explanation:
Compared with other phases of the new-product development process, the largest number of new-product ideas is rejected during the screening phase. This phase serves as a critical filter in the product development process, where unfeasible, unsound or otherwise unsuitable ideas are discarded to ensure that only those with real potential for success are carried through to the later stages. This high rate of rejection is necessary to focus time, resources, and effort on the development of products that are most likely to succeed in the market.
During screening, each idea is evaluated against a set of criteria and constraints to determine its viability. Compared to other stages, such as idea generation, concept testing, business analysis, or test marketing, screening is where the bulk of ideas are typically weeded out. This process involves rigorous scrutiny, assessing market potential, technical feasibility, and alignment with the company's strategic goals.
Upon successful screening, selected ideas move forward to concept development, where they are transformed into detailed designs. As ideas continue down the funnel of development, including prototyping and refinement, they can still be rejected or revised extensively based on feedback and testing results. This cycle ensures that the most robust, market-ready products emerge at the end of the development process.