A manager wants to do a market study before launching a new…
A manager wants to do a market study before launching a new product. The research study will take three months to complete. Just two weeks before starting the study, she learns that one of her company’s competitors is about to launch a product that will compete directly with her company’s new product. Based on this new information, she decides to cancel the research study and launch the product immediately. Which of the following is most likely the reason for cancelling the study?