The project manager should have monitored the progress in achieving the business value throughout the project. This involves tracking the project’s impact on the company’s image and reputation, which are the expected business values in this case. If the project manager had been monitoring these aspects, they could have identified the negative perception about the company’s brand earlier and taken steps to address it12. This could involve changes to the project’s design, communication strategies, or implementation processes3. References: Asana Resources | Project planning | 7 common project risks and how to prevent them, Why Projects Fail: 7 Reasons (and Their Solutions) [2023] • Asana, Stakeholder Perception Management in Project Management - Edbrick