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.
Show More Show Less

Regular price: £0.00

Select or Add a new payment method

Buy Now with 0 Credit

By completing your purchase, you agree to Audible's Conditions of Use and authorise Audible to charge your designated card or any other card on file. Please see our Privacy Notice, Cookies Notice and Interest-based Ads Notice.

Buy Now for £0.00

By completing your purchase, you agree to Audible's Conditions of Use and authorise Audible to charge your designated card or any other card on file. Please see our Privacy Notice, Cookies Notice and Interest-based Ads Notice.

By completing your purchase, you agree to Audible's Conditions of Use and authorise Audible to charge your designated card or any other card on file. Please see our Privacy Notice, Cookies Notice and Interest-based Ads Notice.

Customer Reviews

Most Helpful
5 out of 5 stars
By Mubro2000 on 30-04-17

Short & Awesome

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

Read more Hide me
5 out of 5 stars
By Santiago on 06-04-17

Test your value proposition through experiments.

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

Read more Hide me
See all reviews