Editing Perception management (section)

=== Risk management ===
{{see|Risk management}}
The decision-making process in relation to the future is an element of business that has a great effect on the company's future. If the company is too [[Risk aversion|risk-averse]], this leads to underperformance and a missed opportunity. If the company takes too many risks, it is likely that there will be a large amount of losses. Ultimately if this amount of [[risk-taking]] leads the perception of the company to exceed the boundaries of logic and fact, the company will most likely fail based on their poor perception.<ref>Vance, Beaumont. "Perception and meltdowns.(RISK MANAGEMENT)." Risk & Insurance 18.12 (Oct 1, 2007): 20(1).</ref> Companies today cannot afford not to manage perceptions. Though not a substitute for a substantial product, it is useful in "sustaining the offering" for a length of time.<ref>{{cite web|url=http://www.domain-b.com/management/general/20040720_perception.html |title=The art of perception management |publisher=domain-b.com |date=2004-07-20 |access-date=2012-02-23}}</ref>