QUESTION TWO [15] New product development (NPD) is a process of taking a product or service from conception to market. The process sets out a series of stages that new products typically go through, beginning with ideation and concept generation, and ending with the product's introduction to the market. Occasionally, some of the stages overlap or vary depending on the nature of the business.

Question: Which stage do you think requires more focus in the new product development process? Substantiate. (15)