This question tests the “fail early” principle in innovation experimentation. Business experiments are not conducted to protect every idea at all costs; they are conducted to reduce uncertainty and expose weak assumptions before major resources are committed. If an innovation concept fails quickly during structured experimentation, the organization can conserve time, funding, attention, and team capacity. The best next move is to cancel that project and redirect resources toward a stronger innovation project with a better probability of success. Option B is reckless because rushing a failed concept to market ignores experimental evidence. Option C is punitive and misunderstands innovation learning; failure of a concept does not mean the team should be terminated. Option D is also wrong because “at whatever cost” violates the discipline of controlled innovation investment. The correct logic is resource discipline: learn fast, fail early where appropriate, and move effort toward better opportunities.