A Cross-Functional Product Development Team Has Been Examining a Proposed

Multiple Choice

A cross-functional product development team has been examining a proposed new product intensively for six months. The team has decided that although the product is unique and technologically-advanced, the cost of production will exceed the price that the consumer would be willing to pay. At this point, the product development team should

A) engage in creative destruction.
B) recommend that the product be sold at a loss in order to create a new market.
C) turn over the product evaluation to a new product-development team which may have more passion for the product.
D) recommend that the project be set aside.