This is the time for a well-developed, well-embedded and well-operated enterprise risk management framework and processes. It is not a time to throw away risk management thinking. It is a time to bring it into action.
It’s not every day that the Pentagon publicly disavows your marketing campaign, as Pepsi discovered in 1996 after being sued over a promotion that featured a Harrier fighter jet. Their campaign has some obvious lessons for risk management – but also some that are less obvious. After all, if your risk appetite is zero, your business will never achieve its objectives.
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