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M4-20 Petroleum Research, Inc. (A), and Extraction International, Inc. (B), have each developed a new extraction procedure that will remove metal and other contaminants from used automotive engine oil. The equipment is expensive, and the extraction process is complex, but the approach provides an economical way to recycle used engine oil. Both companies have developed unique technical procedures. Both companies also believe that advertising and promotion are critical to their success. Petroleum Research, with the help of an advertising firm, has developed 15 possible strategies. Extraction International has developed 5 possible advertising strategies. The economic outcome in millions of dollars is shown in the following table. What strategy do you recommend for Petroleum Research? How much money can it expect from its approach?
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