Terrorist attacks poses a major threat to companies. Companies such as the Marriott must always be aware of security for the fact that they can hold large amounts of people at any given time. … "Terrorist Attacks" will have a long-term negative impact on this entity, which subtracts from the entity's value. "Terrorist Attacks" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.