Question: Why is top - down idea generation the preferred way of coming up with new product ideas? It is based on viable market opportunities. It

Why is top-down idea generation the preferred way of coming up with new product ideas?
It is based on viable market opportunities.
It is cheaper.
It is faster.
It uses fewer company resources.
It lets companies bypass stages in the stage-gate framework.
Why is top-down idea generation the preferred way of coming up

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