Actually the word coward doesn't work in the field of economy. Here everyone is running for making some profit, and to make profit we need to be a bit coward for some time.
Yes, I agree in your opinion, coward is not belong to in the field of business cause in any kind of business you need to be brave to face the risk, cause all investor's are want to earn more profit and make more profit that's why the word coward they throw it in the trashcan cause if you have this you can't earn big profit.