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5.2 ECONOMICS AND BUSINESS
Risk in international business can stress risk adverse behaviour to counteract foreign market uncertainty or individual entrepreneurial risk taking behaviour dependent on the characteristics of both the business sector and the individual. International business theory would suggest that the perception of risk may differ in situations including where new market entry is incremental, is taken in larger or earlier stages, or indeed whether it may be experienced in a continually fluctuating manner dependent on resources and changing market conditions. In this regard, managing international risk is neither static nor rigid involving factors from both within and outside of the business entity.
Canavan, D. "Risk in international business" (book chapter). Submission (in editing) to Wiley Encyclopedia of Management, 3rd Edition, Volume 6 (International Management)