An opportunity scores highest of six candidates but sits in a market the company has explicitly chosen not to compete in. What should happen?

• AIt should be funded, since the score is the objective measure and the strategy is only a guideline.
• BThe strategy should be revised to include the market, since the opportunity is attractive.
• CIt should be declined, because strategic fit is a gate rather than a weighting, and a weighting can be outvoted by a large enough market size while a gate cannot.
• DIt should be funded at reduced scope as a pilot.