Leveraging market-based assets to de-risk the firm's operations

Today’s dynamic and ultra-competitive environments require managers to deal with volatile markets and minimise vulnerability to competitor inroads. Volatility has been defined as an indication of how much and how quickly a value, such as the price of a product, changes over time. It is governed by both variability and uncertainty, with variability describing the overall movement, and uncertainty referring to the unpredictability of the movement. The levels of volatility vary widely across countries, and it is essentially on account of these two elements—variability and uncertainty—that there is far more scope for volatility in the growing, emerging markets of Asia, as compared to say the developed markets of the West.