Eric T. Anderson, a professor of Marketing at Northwestern's Kellogg School of Management, and Duncan Simester, a professor of Management Science at MIT's Sloan School of Management, report on how every company can profit from testing customers' reactions to changes.
This article was first published in the March 2011 issue of Harvard Business Review.
©2011 by the President and Fellows of Harvard College, All Rights Reserved (P)2011 Audible Inc.
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