Since the development phase of production is one of the most expensive parts of production, I think a company, depending on their resources and priorities, should consider killing the project. This can vary from company to company, for example a start up with only one project may lean towards maintaining this project even if the market becomes less favorable. A large company with several concurrent developments could end one project and then place their resources towards the other more likely to be successful projects. The opposite may also be true, in which a start up will ditch this singular project that they are pursuing and then start from scratch, or a large company may have so many resources that it would not be too much of a deficit to just continue with the less favorable project that had already been started.

I have gone through the scenario where a project was to increase sales but in the middle of the project the marketplace was no longer attractive to the project goal. As a result, many meetings were scheduled to discuss the corporate strategy, resources and cost. As a collective decision, it was decided to place my project on hold because the resources and time required to complete the project did not equate to the expected market sale of the project. As a result, the project was cancelled, and a new R&D project arose to improve a current product which would increase our sales drastically. If the resources, finance and time limitations for a project change within the middle of the timeframe because of market place exposure then the project team should regroup and reconsider continuing the project.