Regular price: £0.00

In Basket

Summary

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.

Want more Harvard Business Review?
Subscribe for one month or 12 months.
Get the latest issue.
Check out the complete archive.
©2011 by the President and Fellows of Harvard College, All Rights Reserved (P)2011 Audible Inc.

What members say

Average customer ratings

Overall

  • 4.5 out of 5 stars
  • 5 Stars
    16
  • 4 Stars
    4
  • 3 Stars
    3
  • 2 Stars
    2
  • 1 Stars
    0

Performance

  • 4 out of 5 stars
  • 5 Stars
    10
  • 4 Stars
    5
  • 3 Stars
    1
  • 2 Stars
    2
  • 1 Stars
    1

Story

  • 4 out of 5 stars
  • 5 Stars
    9
  • 4 Stars
    4
  • 3 Stars
    2
  • 2 Stars
    2
  • 1 Stars
    1
Sort by:
  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

Short & Awesome

Dear Harvard, please share more of your free content. Don't be shy. By the way, really worth to download. Thank you

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

Test your value proposition through experiments.

Great premise, concise free content.
For more on the topic, I recommend The Lean Startup .