Concept selection and concept testing are important activities in the new product development process under Operations Management. They help an organisation identify the most suitable product idea and determine whether the selected concept is likely to satisfy customer needs before substantial resources are committed to production. Concept selection refers to the systematic process of evaluating different product or service concepts and choosing the one that best meets organisational objectives and customer requirements. During product development, several alternative concepts may be generated. It is neither practical nor economical to develop all of them. Therefore, concepts are screened according to criteria such as customer value, technical feasibility, production capability, cost, quality, market potential, risk and consistency with organisational strategy. The concept selection process generally begins with identifying evaluation criteria.