"THE higher the risk, the higher the return" is perhaps the most common investment principle that entrepreneurs are familiar with.
However, the emphasis is often more on return than risk — focusing on the positive rather than dealing with the negative. Many consider risk management expensive and complicated. Its contributions to revenue generation are not as clear and evident as that of profit (or return) management. Little attention is given to risk and businesses, especially micro, small and medium enterprises (MSMEs), become vulnerable to changing economic and market conditions.
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