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10 11 Branding and the Risk Management Imperative Susan Fournier and Shuba Srinivasan Every light has its shadow Of all the assets under marketing control, brands are perhaps the most valued. A strong brand attracts new customers, retains existing cus- tomers and offers a platform for the introduction of new products. A strong brand can reduce risk by encouraging broader stock ownership, insulating a company from mar- ket downturns, granting protection from product failures and reducing variability and volatility in future cash flows. A landmark study

References [1] AmirReza, Karimi Azari, Neda Mousavi S. Farid Mousavi, SeyedBagher Hosseini, Risk assessment model selection in construction industry. Expert Systems with Applications 38 (2011) 9105-9111. [2] Bon-Gang Hwang, Xianbo Zhao, Li Ping Toh, Risk management in small construction projects in Singapore: Status, barriers and impact. International Journal of Project Management 32 (2014) 116-124. [3] Guangshe Jia, Xiaochuan Ni, Zhen Chen, Baonan Hong, Yuting Chen, Fangjun Yang, Chen Lin,Measuring the maturity of risk management in large-scale construction

References Blija, A. (2005). Risku analīzes un kontroles informācijas sistēmas sabiedriskajos ēdināšanas uzņēmumos. In P. Rivža & K. Špogis (Eds.), Riski lauksaimniecībā un privātajā mežsaimniecībā (pp. 303-319). Jelgava: LLU, RTU DITF. Bowers, N. L., Gerber, H. U., Hickman, J. C., Jones, D. A., & Nesbitt, C. J. (1986). Risk theory. USA: The Society of Actuaries. Butler, C. (1998). Mastering Value at Risk: A Step-by-step Guide to Understanding and Applying VaR (Market ed.). Financial Times/Prentice Hall. Chong, Y. Y., & Brown, E. M. (2000). Managing

References [1] An M., Baker C., and Zeng, J., (2005), A Fuzzy Logic-Based Approach to Qualitative Risk Modeling in the Construction Process, World Journal of Engineering, 2, 1-2. [2] Baloi, D., and Price, A. D. F. (2003). Modeling global risk factors affecting construction cost performance, International Journal of Project Management, 21, 261-269. [3] Bannerman, P. L. (2008). Risk and risk management in software projects: A reassessment. The Journal of Systems and Software, 81(12), 2118-2133. [4] Bennett, J.C, Bohoris, G.A., E.M. (1996), Aspinwall, R.C. Hall

References Books Ghiţă, M., (2008). Guvernanţă corporativă. Bucureşti: Editura Economică. Griffiths, P., (1998). Risk-Based Auditing. Adershot, England: Gower Publishing Limited. Griffiths, P., (2005). Risk-Based Auditing. Burlington, USA: Gower Publishing Company. Zoicaş-Ienciu, A., (2013). Elemente de management financiar. Cluj-Napoca: Presa Universitară Clujeană. Articles AL-HADI, Ahmed, AL-YAHYAEE, Khamis, Hamed, HUSSAIN, Syed, Mujahid, TAYLOR, Grantley, (2019), Market risk disclosures and corporate governance structure: Evidence from GCC financial

References 1. Statista Inc. (2017). Top 10 biotech and Pharmaceutical Companies Worldwide Based on Market Value in 2016 (in billion U.S. dollars). Retrieved March 15, 2017, from https://www.statista.com/statistics/272716/global-top-biotech-andpharmaceutical-companies-based-on-market-value/ 2. Kesic, D. (2011). Pharmaceutical Industry in Strategic Development. International Jounral of Economics and Resarch. 2(6), 29-37. 3. Cubisms. (2012, August). Pharmaceutical Supply Chain Risk Management. Retrieved April 08, 2015 from http

REFERENCES [1] J. Jurczak, “Intellectual Capital Risk Management for Knowledge-Based Organizations”, in Risk Management in Public Administration , K. Raczkowski, Ed. Cham: Springer International Publishing AG, 2017, pp. 257-282. [2] Berylls Strategy Advisors, “Leading German automotive suppliers in 2015, based on revenue (in million euros)”, Berylls Strategy Advisors GmbH, Munich, Germany, 2015. [3] Y. Wijnia, “Asset Risk Management: Issues in the Design and Use of the Risk Matrix”, in Engineering Asset Management and Infrastructure Sustainability , J. Mathew

R eferences Bodea, C. N. & Dascalu, M. I. (2009). Modelling Research Project Risks with Fuzzy Maps. Bucharest. Journal of Applied Quantitative methods, 4 (1), 17–30. Bodea C. N. Dascalu M. I. 2009 Modelling Research Project Risks with Fuzzy Maps. Bucharest Journal of Applied Quantitative methods 4 1 17 30 Chapman, R. J. (2006). Simple Tools and Techniques for Enterprise Risk Management . England, John Wiley & Sons Ltd. Chapman R. J. 2006 Simple Tools and Techniques for Enterprise Risk Management England John Wiley & Sons Ltd. Dunović, I. B., Radujković, M

References Althaus, C.E. (2005), A disciplinary perspective on the epistemological status of risk, Risk Analysis, Vol. 25, no. 3, pp. 567-588; Aven, T. (2016), Risk assessment and risk management: Review of recent advances on their foundation, European Journal of Operational Research, 253, pp. 1-13; Aven, T., Zio, E. (2014), Foundational Issues in Risk Assessment and Risk Management, Risk Analysis, Vol. 34, no. 7, pp. 1164-1172; Bernstein, P.L. (1996): Against the Gods: The remarkable story of risk, John Wiley & Sons, New York; Caballero, R.J. (2010

REFERENCES A ndersen M.C., E wald M. & N orthcott J. 2005. Risk analysis and management decisions for weed biological control agents: Ecological theory and modeling results. Biol. Control. 35: 330-337. A nonymus 2004. Environmental Protection Act 1990. Published by The Stationery Office Ltd., UK, 245 p. A nonymus 2010. Screening-Level Ecological Risk Assessment (SLEVA). Upper Columbia River., Parametrix, Inc. 421 p. A sker S. 2011. Ecotoxicological test methodology for environmental screening of the European Water Framework Directive's priority substances