Publications
Publications
- March–April 2013
- European Business Review
Unlocking Innovation Through Business Experimentation
By: Stefan Thomke
Abstract
There is a downside to businesses that focus heavily on standardization, optimization, and driving out variability: Such organizations leave themselves vulnerable to underinvesting in experimentation and variation, which are the lifeblood of innovation. Good experimentation helps firms better manage myriad sources of uncertainty (such as, does the product work as intended and does it address actual customer needs?) when past experience can be limiting. And it is only through such experimentation, which might include structured cause-and-effect tests, informal trial-and-error experiments, and rigorous randomized field trials, that companies can unlock their true capacity for innovation.
Keywords
Experimentation; Innovation Management; Learning And Development; Research; Innovation and Management; Business Processes
Citation
Thomke, Stefan. "Unlocking Innovation Through Business Experimentation." European Business Review (March–April 2013): 55–58.