<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-family: Times New Roman;"><span style="font-size: 10pt;">This study investigates the risk-return relationship by using an ordinal strategic risk measure of risk rather than the more conventional variance-based measures. A set of </span><span style="font-size: 10pt; mso-ansi-language: EN-GB;" lang="EN-GB">hypotheses</span><span style="font-size: 10pt;"> is specified linking ordinal strategic risk, return, and organizational slack. Empirical results are interesting in that they allow elaborating the idea that strategic risk may have a positive effect on subsequent performance and that performance has a negative effect on subsequent risk. Such a self-correcting cycle offers an interesting contrast to the &ldquo;vicious circle&rdquo; proposed by previous risk-return research based on prospect theory. Overall, this paper suggests that new conceptual and methodological risk approaches are needed to better understand the risk taking process in organizations.</span></span></p>