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Factoring Risk and Uncertainty

In: Making the Compelling Business Case

Author

Listed:
  • Wolfgang Messner

    (MYRA School of Business, GloBus Research)

Abstract

Risk is a part of every business activity, in fact of every human endeavor. It is something virtually all human beings dislike and would want to wish away, if only they could. The old Romans dealt with it by worshiping Fortuna, the goddess of randomness and the personification of luck in the Roman religion (see Figure 6.1). Fortuna was not always positive; she was also doubtful (Fortuna Dubia), could be “fickle fortune” (Fortuna Brevis), or could mean downright evil luck (Fortuna Mala, Atrox Fortuna). As such she claimed the young lives of Emperor Augustus’ two hopeful grandsons Gaius and Lucius, educated to take up princely roles in the Roman Empire.1

Suggested Citation

  • Wolfgang Messner, 2013. "Factoring Risk and Uncertainty," Palgrave Macmillan Books, in: Making the Compelling Business Case, chapter 6, pages 238-324, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34057-3_6
    DOI: 10.1057/9781137340573_6
    as

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