Final answer:
A company would use a hackathon in the idea generation stage of the new product development process.
Step-by-step explanation:
A company would use a hackathon in the idea generation stage of the new product development process. A hackathon is an event where individuals or teams come together to brainstorm and create innovative solutions or prototypes. It allows participants to generate a large number of ideas and explore different concepts in a short period of time. By using a hackathon, a company can tap into the creativity and expertise of its employees or external participants to generate new product ideas.