t of a typical product is committed by the end of the conceptual phase. What this means is that decisions made during the early design phases must be appropriate if a manufacturer is not to lose much of the money committed to the product before production even begins.
One example of a consumer product where the design process was flawed, leading to costly losses for the company, is New Coke. This particular product did not resonate with consumers and one must come to the conclusion that the designers of this product committed revenues and resources to bringing a product to market that failed. Analytical designers and conceptual designers alike must take a broad economic view of a project and consi
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