The relation between risk and return is an absolutely crucial component in all human decision making. Each investment a firm attempts, for demonstration, should offer a return that is not less than as high as the return on a likewise risky investment on economic markets. Otherwise shareholders would select to invest in the economic markets other than in the firm.
Market (Systematic) risk sways a large number of assets in the finances and is usually market wide. Uncertainties about the general finances, for example GDP, concern rates, ...