A new product development project (research and development) uses a "phase gate" project review process to evaluate the ongoing potential for a possible new product, similar to other products we produce. The product is a drug / pharmaceutical that might be utilized in the retail lifestyle/health/cosmetics market, available "over the counter". You are one of the key project sponsors for this project, and you are attending a phase-gate meeting, to decide if the project should continue, or be discontinued. Key information includes:

• If the project is discontinued, it is likely that key researchers will be reassigned to other important projects, and the research-to-date could easily be shelved and restarted at a future time.
• If the project is successful, the drug has an estimated market revenue potential of $50 million per year for 10 years. The cutting-edge nature of the project means that the probability of success (or failure) is moderate but unknown.
• Sunk-costs to date include a two-year time commitment and $100 million ($50 million per year, for two years)
• The lead researcher continues to remain uncertain (either way) if the project will be successful or not

Compare and contrast a) the reasons to continue the project vs. b) the reasons to discontinue the project. c) What would be your final recommendation? and d) explain why.