Abstract
The front end of new product development consists of generating ideas and selecting the best idea from the idea pool. It becomes challenging for the companies to select the best idea from the idea pool. Companies have used various frameworks, tools, and techniques to choose the best idea for successful new product development. This study proposes a new idea selection framework called BRICEC, consisting of business importance, reach, impact, confidence, efforts, and cannibalization. The study focuses on comparing the popular idea selection frameworks in product development along with the BRICEC framework, critically analyzing the research gaps in idea selection processes through literature reviews, explaining the BRICEC framework in detail with examples, and highlighting how BRICEC is a more efficient framework from the rest of the popular frameworks. Proper idea selection in the right time frame will help companies attain competitive advantage and define the success of the new product.
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