HBSP (USA)
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Customer Discovery and Validation for Entrepreneurs (Spanish version)
Cespedes, Frank V.; Eisenmann, Thomas R.; Blank, Steven G.Case HBS-813S10EntrepreneurshipProvides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to established markets. For each of several research techniques, specifies conditions under which the technique is most likely to yield valuable insights; describes how the technique should...Starting at €8.20