What is the main purpose of brainstorming and screening in product/service management?

The main purpose of brainstorming and screening in product/service management is to generate new product ideas. This process is crucial in the early stages of product development. Brainstorming allows team members to come together and share creative thoughts and concepts without immediate criticism, fostering an innovative environment where a wide variety of ideas can surface. Screening follows this phase, where these ideas are evaluated based on various criteria such as feasibility, market potential, alignment with company strategy, and resource availability.

By focusing specifically on generating new ideas, organizations can identify opportunities for new products or enhancements to existing offerings that align with market needs and consumer desires. This methodological approach is essential for driving innovation and maintaining competitiveness in the marketplace, which is why this choice stands out as the correct answer. The other options relate to different aspects of product management but do not encapsulate the primary objective of the brainstorming and screening process.