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One major role of firms is to manage risk. Consumers do not want to pay for products of unknown quality or where the delivery date is questionable. Managers also worry about unexpected changes in supplies or markets. Strategic management seeks to adapt to and benefit from change. For strategists, this ________ is both a challenge and an opportunity.

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Answer:

Uncertainty.

Explanation:

Uncertainty is defined as a state of decision making in which the nature of things are unknown, the extent and magnitude of circumstances are unpredictable and reasonable probabilities cannot be used to determine outcomes.

Uncertainty is a challenge when there is too much uncertainty and business cannot determine outcomes.

However manageable uncertainty can help a business come up with creative decisions that will benefit the business.

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