When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the product, which encompasses all the possible augmentations and transformations of the product

potential product

Explanation:

According to my research on different business strategies, I can say that based on the information provided within the question the companies look at the potential product. This is basically different designs of what the product can actually be at launch, in order for a company to decide the best option to launch into the market.

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good question. i'll be looking into that. (this is a joke sir)