In the normal innovation setup, which sequence is correct?

• A. R&D creates>>>managers evaluate>>>customers pay
• B. Customers pay>>>R&D creates>>>managers evaluate
• C. Managers evaluate>>>R&D creates>>>customers pay
• D. R&D creates>>>customers pay>>>managers evaluate

Answer: (A)

In this kind of innovation flow, the value is created first by R&D generating the product or technology, then management analyzes feasibility, potential market, and risks to decide whether to proceed, and only after that do customers pay for the offering. This sequence captures the logical steps from idea creation to evaluation to revenue: you don’t get paid for something that hasn’t been developed and validated, and you don’t evaluate a project that hasn’t been created yet. The other orders imply payment before there’s a product, or evaluation before any development, which doesn’t fit how a normal innovation cycle unfolds.