According to ISO 31000, “Risk is effect of uncertainty on the objective”
Risk is directly linked with Objectives, without objectives or goal we don’t have any risk.
The definition of risk do not say that risk will always be Bad, it can have positive effect/upside effect too.
So we can say business should not fear from risk, they should manage the risk.
Positive effect = Upside effect = Opportunity
Negative effect = Downside effect = Threat
In business, if you want to take an advantage , you have to take risk.
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