The Expected Value is calculated from predicted figures.
Predictions can often be wrong - this is likely true if insufficient market research has been conducted. An example of this being inappropriate sample size and inappropriate research.
False sense of security - using this technique doesn’t insulate from risk. ( even if sufficient market research has been conducted)
Ignores dynamic nature of markets
Distracts managers from non financial issues
( qualitative)
Easy to manipulate to encourage a particular course of action bias.