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A Step-by-Step Guide to Smart Business Experiments (Spanish version)
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103HMarketingTake one action with one group of customers, a different action (or no action at all) with a control group of customers, and then compare the results. The feedback from even a handful of experiments can yield immediate and dramatic improvements. In this article, the authors provide a step-by-step guide to conducting business experiments. They look at organizational obstacles to success and outline seven rules to follow.Starting at €8.20
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Samsung Mobile: Market Share and Profitability in Smartphones
John DinsmoreCase IVEY-9B16A046-EMarketing, StrategyIn December 2015, South Korean technology giant Samsung announced a new head to its mobile division. The announcement came on the heels of a challenging year for Samsung. Two handset launches that year had received criticism in the press for the way they were handled. The appointment was interpreted by many in the industry as Samsung signalling a desire to further intensify innovation in an increasingly commoditized product area. This was a time ...Starting at €8.20