LEGO’s innovation team proposes a subscription model where families receive rotating themed kits monthly. The idea aims to boost recurring revenue but raises concerns about product fatigue. Which step in the new-product development process is most relevant before launch?

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BlackTom AI · Accepted Answer

The scenario presents a new subscription-based LEGO concept and asks which step in the new-product development process is most relevant before launch. 
Option 1: Idea screening. This step involves evaluating a broad set of ideas to select the most viable ones to pursue, but it typically occurs earlier in the process before a concrete concept is developed. In this case, the idea has already been positioned as a subscription concept, so screening ideas is not the most direct pre-launch test.
Option 2: Commercialization. This is the final step where the product is launched and scaled, including production, distribution, and marketing plans. It occurs after concept testing and product development, not before launch. Therefore, commercialization is not the most relevant pre-launch step here.
Option 3: Product launch. The product launch is the actual introduction of the product to the market, which happens after extensive testing and development. Since the question asks for the step most relevant before launch, this is not the correct pre-launch step to emphasize.
Option 4: Concept testing. This step specifically assesses consumer response to the product concept—in this case, a rotating, monthly subscription kit. It helps determine whether families find the idea appealing, understand the value proposition, and anticipate demand or fatigue issues before committing resources to full development and launch. Given the goal of validating the concept and mitigating product fatigue risk, this is the most relevant pre-launch activity.
Option 5: Post-launch review. This is conducted after the product has entered the market to evaluate performance and learning. It is not a pre-launch step, so it does not fit the question’s focus on before launch.
In summary, concept testing directly evaluates the core idea with potential customers to validate desirability and potential adoption, aligning with the need to gauge recurring-revenue concepts and fatigue concerns prior to full-scale launch.

FA25-BL-BUS-M370-11927 Marketing Final Exam- Requires Respondus LockDown Browser

LEGO’s innovation team proposes a subscription model where families receive rotating themed kits monthly. The idea aims to boost recurring revenue but raises concerns about product fatigue. Which step in the new-product development process is most relevant before launch?

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