Question: When evaluating risks in the idea screening phase, if a firm is found to lack the necessary resources or expertise, it should: Group of answer

When evaluating risks in the idea screening phase, if a firm is found to lack the necessary resources or expertise, it should:
Group of answer choices
completely reject the new product idea.
not act too hastily in discounting the new product idea.
ignore the risks and commercialize the new product idea.
not reconsider other alternatives.

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