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  R & D
  Can we move an existing product to another segment?
  Can we name products anything we like?
  Do the segments move gradually or in a big jump each year?
  Do we zero out the product in R&D when retiring it?
  How do we add a new product?
  What drives material costs?
 
           What drives the length of R&D projects?
           What is a Perceptual Map?
           What is produced and sold before the revision date?
           Why are my R&D cells locked?
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