When evaluating risks associated with a new product idea in the idea screening phase,a firm should _____ because of a lack of resources or expertise.
A)completely reject the new product idea
B)not act too hastily in discounting the new product idea
C)ignore the risks and commercialize the new product idea
D)not reconsider other alternatives

Question

Quizplus · Accepted Answer

It is important for a firm not to discount a new product idea too hastily, even if there are risks associated with it, as further evaluation or research may reveal ways to mitigate those risks. Completely rejecting the idea may also mean missing out on potential opportunities. However, the firm should also not ignore or disregard the risks, so careful consideration and analysis should be done before moving forward with the idea.

When Evaluating Risks Associated with a New Product Idea in the Idea