(2009). Risk analysis in investment projects. Annals of DAAAM & Proceedings. Retrieved October 23, 2010 at FindArticles.com http://findarticles.com/p/articles/mi_7105/is_2009_Annual/ai_n53386583/

Accurately evaluating the technical, economic and social risk of a new investment project is critical. Common potential risks include errors in evaluating opportunity growth; errors in data-gathering; misevaluating the priority of the economic objective to be achieved, mis-projections of project scope (otherwise known as 'project creep'); and radical and unexpected changes in the economic environment. Evaluating risk is a multi-faceted process. It entails an understanding of the physical, functional, and staff required to realize the project; assessing vulnerabilities and possible remedies; risk adjustment; prioritizing on organizational risk hierarchies; making risk comparisons within the organization and globally; and appropriate use of risk matrices.

Article 4: Valuation...

Keiningham, & Atakan
Yalc-n.(2008, July). The long-term stock market valuation of customer satisfaction,

Journal of Marketing, 72 (4): 105-122.

Many factors can be incorporated into the calculation of the value of stock and stock portfolios. According to the authors, customer-related metrics are often ignored in the valuation process. Analyzing customer satisfaction when evaluating the potential for stock returns has been shown to improve the accuracy of predicting a company's cash flow, long-term stock performance, and potential for shareholder value.

Summary

All of these articles bear witness to the idea that evaluating company performance and value cannot be based upon a single figure, or even a single method of analysis. Cash flow, risk, and even customer satisfaction must all be taken into account when making investment decisions.