... links risk-taking with direct pay-offs [p. 21].Thus, risk management and forecasting are intertwined. We willlook at forecasting and estimation in Chapter Twelve.RISK VERSUS UNCERTAINTY In ... analysis, since more than$100,000 in advertising outlays is at stake. Furthermore, if the adver-tising campaign does not work, her company has lost the initiative in introducing the new product. In ... help you in this undertaking, including em-ployment of weighted checklists, risk logs, brainstorming sessions, be-havioral models, diagramming techniques, flowcharting, and theholding of productive...