ISBN:
9781469076362
Language:
English
Pages:
1 online resource (27873 pages)
Edition:
1st edition
DDC:
658.4/063
Keywords:
Business Technological innovations
;
Marketing research
;
Creative ability in business
;
Consumers Research
;
Success in business
;
Business
;
Audiobooks
;
Marketing ; Recherche
;
Créativité dans les affaires
;
Consommateurs ; Recherche
;
Succès dans les affaires
;
Affaires
;
Business
;
Business ; Technological innovations
;
Consumers ; Research
;
Creative ability in business
;
Marketing research
;
Success in business
;
Affaires ; Innovations
;
Downloadable audio books
;
Audiobooks
;
Audiobooks
;
Livres audio
Abstract:
Don't fly blind. See how the power of experiments works for you. When it comes to improving customer experiences, trying out new business models, or developing new products, even the most experienced managers often get it wrong. They discover that intuition, experience, and big data alone don't work. What does? Running disciplined business experiments. And what if companies roll out new products or introduce new customer experiences without running these experiments? They fly blind. That's what Harvard Business School professor Stefan Thomke shows in this rigorously researched and eye-opening book. It guides you through best practices in business experimentation, illustrates how these practices work at leading companies, and answers some fundamental questions: What makes a good experiment? How do you test in online and brick-and-mortar businesses? In B2B and B2C? How do you build an experimentation culture? Also, best practice means running many experiments. Indeed, some hugely successful companies, such as Amazon, Booking.com, and Microsoft, run tens of thousands of controlled experiments annually, engaging millions of users. Thomke shows us how these and many other organizations prove that experimentation provides significant competitive advantage.
Note:
Online resource; Title from title page (viewed April 21, 2020)
,
Mode of access: World Wide Web.
Permalink
