“…Economic evaluations are therefore necessary at an early stage to define promising configurations and to select the most profitable product concepts for NPD. Current approaches for product concept generation and evaluation are, however, restricted to single products (e.g., Suh, 2001, Gonçalves-Coelho andMourão, 2007), do not necessarily capture all requirements (e.g., Meßerschmidt et al, 2020), and frequently lack economic rigor when considering cost effects (e.g., Campagnolo and Camuffo, 2009). Generating product concepts draws on a large conceptual foundation and guidance from various studies (e.g., Otto et al, 2016, Krause et al, 2014, Moon and Simpson, 2014, but the literature has not addressed evaluations of these concepts to a great extent.…”