The set of risks faced by firms early in their life cycles that come from a lack of knowledge by the owners about the business they are in and by customers about the new business is called the

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The set of risks faced by firms early in their life cycles that come from a lack of knowledge by the owners about the business they are in and by customers about the new business is called the "liability of newness." This refers to the difficulties faced by start-ups in attracting customers and establishing themselves in the market due to a lack of reputation and experience. Options A, B, and D are not related to this specific set of risks.

The Set of Risks Faced by Firms Early in Their