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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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A Step-by-Step Guide to Smart Business Experiments
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103H-EMarketingThe power of analytics in decision making is well understood, but few companies have what it takes to successfully implement a complex analytics program. Most firms will get greater value from learning to do something simpler: basic business experiments. Managers need to become adept at routinely using techniques employed by scientists and medical researchers. Specifically, they need to embrace the "test and learn" approach: Take one action with ...Starting at €8.20
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Escaping the Discount Trap (HBR Case Study and Commentary)
Anderson, Eric T.Article HBS-R1309L-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Escaping the Discount Trap (HBR Case Study)
Anderson, Eric T.Article HBS-R1309X-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Escaping the Discount Trap (Commentary for HBR Case Study)
Anderson, Eric T.Article HBS-R1309Z-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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The Change Wheel: Elements of Systemic Change and How to Get Change Rolling
Kanter, Rosabeth MossCase HBS-312083-EMarketingThis note presents a framework and tool for leading fundamental systemic change in organizations and beyond. It identifies the 10 key elements of systemic change and arrays them along the spokes of a wheel, which suggests momentum and an interconnected raStarting at €8.20
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Milwaukee (A): Making of a World Water Hub
Kanter, Rosabeth Moss; Bird, MatthewCase HBS-313057-EMarketingTo maximize their effectiveness, color cases should be printed in color. Starting in 2007 Milwaukee leaders from different areas (large established companies, civic organizations, public sector, academia, and entrepreneurs) negotiated a path for converting the region into a global water hub to address economic and environmental concerns. The leaders with various stakes in the change managed to work together to re-arrange and support existing piec...Starting at €8.20
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Milwaukee: Making of a World Water Hub (A) and (B) - (B9), Teaching Note
Kanter, Rosabeth Moss; Malone, Ai-Ling JamilaTeaching Note HBS-313140-EMarketingTeaching Note for cases 313057, 313058, 313060, 313061, 313062, 313063, 313064, 313065, 313066, 313067, and 313068.Starting at €0.00
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Milwaukee (B8): Richard Meeusen, CEO, Badger Meter and Co-chair, Water Council
Kanter, Rosabeth Moss; Bird, MatthewCase HBS-313067-EMarketingStarting at €8.20
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Milwaukee (B9): Julia Taylor, President, Greater Milwaukee Committee
Kanter, Rosabeth Moss; Bird, MatthewCase HBS-313068-EMarketingStarting at €8.20