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What is the rational for not choosing 4 out of 5 options provided?

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I have written a strategic statement, and completed a competitive survey, both very good. There are 5 options, which 4 makes the least amount of sense to pursue. I would not choose the wallpaper to risky, I do not want to take on the big guys, and email may not make sense. That is my gut, but I may be wrong.

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https://brainmass.com/business/differentiation-strategies/what-is-the-rational-for-not-choosing-4-out-of-5-options-provided-36056

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