Analyzing the Consultant's Argument on R&D Investment

The following argument was made by a management consultant to a technology company that has been experiencing declining sales:

"Our company's sales have been declining because customers are increasingly opting for products from competitors that offer innovative features. To combat this trend, we must focus on improving our product's features by investing in research and development (R&D). By doing so, we will not only regain lost customers but also attract new ones who are looking for cutting-edge technology. Our recent survey indicates that most customers would be willing to pay more for innovative features, so the investment in R&D will be justified by projected revenue increases. Furthermore, improving product features will enhance our brand image and reinforce our customer loyalty."

Write a response in which you evaluate the argument. Be sure to analyze the argument's reasoning and use relevant evidence to support your critique. Consider the assumptions that underlie the argument. Your response should be well-organized and express your ideas clearly.