Abstract
This paper adapts Porter's (1985) concept of a value chain to the task of evaluating the feasibilty of a new product idea. A Four C's framework will help the entrepreneur to translate any new product idea into a chain of value-creating activities that begins with raw materials and ends with the customer. The strength of a new product value chain is a function of (1) Cost-revenue projections for Constituents at each link in the new product value Chain, and (2) Change-related incentives and disincentives for these constituents. Feasibility depends on the strength of the best case value chain scenario. [PUBLICATION ABSTRACT]