When Mario Cotta Zincometal Group, an Italian firm, had developed an innovative machine for cutting paper tissue, they sent three managers to Drupa, a printing and cutting technology trade show in Germany. Why? Multiple Choice to scour conference booths to identify cutting product segments in which they could apply their technology to assure their employees that the company was not planning to declare insolvency to reduce uncertainty in the marketplace for their company success to help the managers overcome their fear of marketplace rejection