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Decision support model based on risk – return tradeoff for examining viability of a business venture

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This study proposes an integrated risk and revenue management decision model for a business venture, from both the entrepreneur's and venture capitalist's perspectives. The four-step methodology includes a creative step using mind-maps to crystallise ideas, a consideration of the forces that affect the goals of each, a decision tree of possibilities and a model-building process using at risk to assess economic and market feasibility. The decision support model enables the selection of an optimal product configuration for a new business venture using different methods of performing subjective evaluations of revenue and risk options.Journal of Revenue and Pricing Management (2009) 8, 81–95. doi:10.1057/rpm.2008.44; published online 28 November 2008

Document Type: Research Article


Publication date: January 1, 2009

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