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Asking hard questions and demanding honest answers about technical performance, cost, and alternative technologies can help prevent big mistakes. Managers at one successful European electronics company have learned to ask questions throughout the development cycle: When will the proposed product's price‐performance ratio make it competitive with existing technologies? How much money do we need to push it into the market? Where could we go wrong? What's the evidence for that conclusion?
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A 1990 study studied this question.
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