Increasing Risk Intelligence

How does your company manage risk? Author David Apgar talks about the best ways to proceed when you're pursuing an adventurous idea

When companies set out to design a radically new product or service, they take risks that can't necessarily be measured with standard financial models. But David Apgar, a managing director of the Corporate Executive Board, believes that such risks—the danger of alienating consumers with a daring brand extension, for example—can still be managed efficiently to avoid spectacular flops.

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