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An Investigation Of Fast And Frugal Heuristics For New Product Project Selection, Fatima Mohammed Albar

Dissertations and Theses

In the early stages of new product development, project selection is dominantly based on managerial intuition, rather than on analytic approaches. As much as 90% of all product ideas are rejected before they are formally assessed. However, to date, little is known about the product screening heuristics and screening criteria managers use: it has been suggested that their decision process resembles the "fast and frugal" heuristics identified in recent psychological research, but no empirical research exists. A major part of the product innovation pipeline is thus poorly understood.

This research contributes to closing this gap. It uses cognitive task analysis …