Standard financial techniques neglect extreme situations and regards large market shifts as too unlikely to matter. This
approach may account for what occurs most of the time in the market, but the picture it presents does not reflect the reality, as the
major events happen in the rest of the time and investors are ‘surprised’ by ‘unexpected’ market movements. An alternative fuzzy
approach permits fluctuations well beyond the probability type of uncertainty and allows one to make fewer assumptions about the
data distribution and market behaviour. Fuzzifying the present value criteria, we suggest a measure of the risk associated with each
investment opportunity and estimate the project’s robustness towards market uncertainty. The procedure is applied to thirty-five UK
companies and a neural network solution to the fuzzy criterion is provided to facilitate the decision-making process. Finally, we
discuss the grounds for classical asset pricing model revision and argue that the demand for relaxed assumptions appeals for another
approach to modelling the market environment
