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10 cards from this deck
Benefit lost from next best alternative when a choice is made
Next best alternative only, not all foregone alternatives
Monetary (measurable) and non-monetary (intangible factors)
Selecting one option requires compromising another
Higher potential returns require accepting greater risks
Lower-risk, lower-reward options
Complete control over all business decisions
Giving up regular salary, insurance, pension, holiday pay
Holding cash provides security but reduces investment in assets
Lower prices increase sales but compromise profit margins
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