All of the following are accurate descriptions of new-product development approaches used by companies in the commercialization phase of the process, except which one?

• A. New-product development teams in the simultaneous approach tend to stay with the new product from start to finish.
• B. In the simultaneous approach, top management gives the product development team general strategic direction but no clear-cut product idea or work plan.
• C. In order to get their new products to market more quickly, many companies are adopting a faster approach called sequential product development.
• D. The simultaneous team-based approach can be riskier and more costly than the slower, more orderly sequential approach.