A Step-by-Step Guide to Smart Business (Harvard Business Review)

A Step-by-Step Guide to Smart Business (Harvard Business Review)

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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.

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