Business researchers emphasize that firms must actively involve customers and suppliers in the new-product development process. this means that the focus should be on what the new product will rather than simply what they want.

Benefit them.

Explanation: Completing the sentence we can say:

This means that the focus should be on what the new product will BENEFIT THEM rather than simply what they want.

Business researchers, want a situation where customers and suppliers are involved in the product development process. This is done to enlighten them on the benefits of the new product to them both financially and in solving the need of consumers.

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