Risk tolerance is a good, possibly more correct, way of looking at it. Actually most executives probably have a mixture of risk tolerance and strong priors.
Some businesses can get away with only relatively low-risk, safe decisions and focus on efficient operations. However, I think the majority of businesses, especially newer and growing ones, can't get away with this consistently or for a long time. And most businesses simply don't have that long a life, period.
Setting a budget based off last years' when your revenue is growing 50%+ YoY won't work well.
What I was thinking of more specifically is that something like setting a budget can be defined as a rigorous optimization problem, but with highly uncertain parameters (marginal return on investment from various units of the business). Any decision made implies a combination of prior over those values and risk tolerance.
Any decision made implies a combination of prior over those values and risk tolerance.
If you treat budgeting as an optimization problem, you need forecasts, not priors.
I would also suspect that real-life business budgets will be hard to set as "rigorous optimization problems" because in reality you have discontinuities, nonlinear responses, and all kinds of funky dependencies between different parts of the budget.
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