Risk:
Risk includes circumstances or events that may or may not take place though whose probability of occurrence can be predicted from the past records. In this atmosphere, the states of nature are not certain however probability distribution can be assigned.
Fundamental uncertainty:
Uncertain events are those whose output can’t be predicted with statistical confidence. In this atmosphere the states of nature are not recognized nor are their probability distribution. The decision making procedure depend on risk attitude of the decision maker.
Competition:
In this environment the decisions prepared by the firm are exaggerated by decisions made by another firms with contrasting interests.
Decision Making Beneath Risk and Uncertainty:
Before looking at the various methods of making decisions beneath risk, we shall look at the three major risk attitudes that distinguish various decision makers.