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Six Myths of Product Development
Thomke, Stefan; Reinertsen, DonaldArtículo HBS-R1205E-EMany companies approach product development as if it were manufacturing, trying to control costs and improve quality by applying zero-defect, efficiency-focused techniques. While this tactic can boost the performance of factories, it generally backfires with product development. The process of designing products is profoundly different from the process of making them, and the failure of executives to appreciate the differences leads to several ...Desde 8,20 €
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The Discipline of Business Experimentation
Thomke, Stefan; Manzi, JimArtículo HBS-R1412D-EThe data you already have can't tell you how customers will react to innovations. To discover if a truly novel concept will succeed, you must subject it to a rigorous experiment. In most companies, tests do not adhere to scientific and statistical principles. As a result, managers often end up interpreting statistical noise as causation--and making bad decisions. To conduct experiments that are worth the expense and effort, companies need to ask ...Desde 8,20 €