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Commercialization in the Consumer Goods Industry: Accelerating Product Change

Responding quickly to the wants and needs of consumers is fundamental to success in the consumer goods industry. Often responses may spark an initiative to develop new products, modify existing products, offer new formulations, or change packaging and labels. However, converting these types of consumer-driven initiatives into marketable products in a timely manner is a common challenge—a challenge that can be worsened by a strict deadline. 
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