The CEO of Bay Area Automobile Gadgets is contemplating whether to add a road scanning device to the company’s driver support system. A series of decisions need to be made. Should basic research into the road scanning device be undertaken? If the research is successful, should the company develop the product or sell the technology? In the case of successful product development, should the company market the product or sell the product concept? Decision analysis needs to be applied to address these issues. Part of the analysis will involve using the CEO’s utility function.
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