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What is your assessment of the product development procedures used Calgene to develop the MacGregor FlavrSavr tomato? Were they effective, or could they be improved?
Calgene's new product development process seems to have been less than adequate in that the "bruising" of MacGregor's tomatoes in the first large-scale attempt to market them should have been at least foreseen, if not known. The very late in the process discovery of bruising led to a crisis mode of developing a solution that turned out to be a very high cost process?so high in cost that it may require premium pricing for MacGregor's Tomatoes...
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Common topics in this essay:
- MARKETING AND PRODUCT DEVELOPMENT RESEARCH-TEAM PAPER
- New Product Development
- New Product Development
- New Product Development
- New Product Development
- New Product Development
- New Watch Product Development Process
- Product Development
- Product Development
- Product Mix and New Product Development Strategies
- Calgene Inc.: Marketing
- Nestle New Product development critique
- Should large scale development be allowed in the rainforest (letter)
- New Product Development
- Product Development
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