Let's cut right to the quick on this one. I understand the theory of having benefits rather

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"Let's cut right to the quick on this one. I understand the theory of having benefits rather than features in a statement of requirements that kick off technical development. But, to me it is just that, theory. I knew one of the top people at that computer company your book talked about--the one where a corporate new product engineering group spelled out the specifications of each new product before technical work was funded. I heard the same criticism your author did, so I called this woman and asked her about it. She said the facts were right, but the implication was wrong--corporate staff did indeed spell out most of the features, but only to get the project moving. She said if they just gave their research people the benefits or needs of the customer, those dreamers would never reach a prototype. Every item would be a Taj Mahal. You know, I think she had a point. What do you think?"
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New Products Management

ISBN: 978-0078029042

11th edition

Authors: C. Merle Crawford, C. Anthony Di Benedetto

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