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Experimentation Works de Stefan H Thomke

Experimentation Works

Autor Stefan H Thomke
en Limba Engleză Hardback – 18 feb 2020

Pe linia practică a volumului Testing Business Ideas de David J. Bland, dar cu focus pe rigoarea academică și transformarea sistemică a marilor organizații, Experimentation Works redefinește inovația ca pe o știință exactă. Merită menționat că, într-un mediu de afaceri unde intuiția dă greș tot mai des, Stefan H Thomke propune un model inspirat din protocoalele farmaceutice pentru a valida orice ipoteză comercială înainte de lansare. Găsim în această carte o critică constructivă a modului tradițional de luare a deciziilor, oferind în schimb un ghid pentru implementarea experimentelor controlate la scară largă. Reținem că autorul nu se limitează la instrumente tehnice, ci analizează cum liderii pot construi o „organizație a experimentării”. Spre deosebire de Business Experiments with R, care se concentrează pe analiza statistică pură, lucrarea de față pune accent pe integrarea acestor procese în fluxul de lucru zilnic al managementului. Structura este una pragmatică, bazată pe studii de caz de la companii care interacționează cu milioane de utilizatori prin teste A/B, demonstrând că tehnologia actuală permite aproape oricărui profesionist să genereze randamente financiare mari prin iterații rapide. Este o lectură care schimbă perspectiva de la „ghicitul” comportamentului clientului la certitudinea oferită de datele reale.

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Specificații

ISBN-13: 9781633697102
ISBN-10: 163369710X
Pagini: 288
Dimensiuni: 164 x 243 x 27 mm
Greutate: 0.51 kg
Editura: Harvard Business Review Press

De ce să citești această carte

Această carte se adresează managerilor și liderilor care doresc să elimine subiectivitatea din procesul de inovație. Cititorul câștigă un cadru metodologic riguros pentru testarea ideilor, reducând riscul financiar și accelerând învățarea organizațională. Este motivul concret pentru care orice lider care gestionează produse digitale sau experiențe de consum trebuie să treacă de la intuiție la rigoarea științifică a experimentelor controlate.

Descriere

"When it comes to innovation, relying on intuition won't cut it anymore. Whether it's improving customer experiences, trying out new business models, or developing new products, even the most experienced managers often get it wrong. This is especially true in the online world, where predicting customer behavior is virtually impossible. Managers can, however, discover whether a new product, service, or business model will fail or succeed--by subjecting it to rigorous experimentation. Think about it. A pharmaceutical company would never introduce a new drug without first conducting a round of experiments based on established scientific protocols. Yet that's essentially what many companies do when they roll out new products and services. As Harvard Business School professor Stefan Thomke shows in this eye-opening and essential book, the "best guess" approach to innovation is changing fast. There are now leading companies that conduct more than ten thousand online controlled experiments annually, engaging millions of users. These organizations have discovered that an "experiment with everything" approach has a big payoff, giving them a considerable competitive advantage. How can you do this at your company? Leaders and managers need to create an "experimentation organization" that masters the science of testing and puts the discipline of experimentation at the center of the innovation process. It used to take companies years to build the infrastructure and develop the expertise to run hundreds of experiments each day. But Thomke shows how, with advances in technology, these capabilities are at the fingertips of almost any business professional. By combining the power of software and the rigor of controlled experiments, today's managers can make better decisions, create better customer experiences, and generate huge financial returns. Filled with engaging and instructive stories of leading experimentation organizations, Experimentation Works will be your guidebook to a truly new way of thinking and innovating"--

Notă biografică

Stefan H. Thomke, a leading authority on the management of innovation, is the William Barclay Harding Professor of Business Administration at Harvard Business School. He is the author of Experimentation Matters: Unlocking the Potential of New Technologies for Innovation (Harvard Business Review Press, 2003), as well as over one hundred articles, cases, and notes published in books and journals such as Harvard Business Review, Management Science, and MIT Sloan Management Review. Thomke has chaired numerous executive education programs, both at Harvard Business School and in companies around the world. He is a frequent conference speaker and adviser to global business leaders.
You can find the author at:
hbs.edu/faculty/Pages/profile.aspx?facId=6566
linkedin.com/in/stefan-thomke-innovation/

Descriere scurtă

Don't fly blind. See how the power of experiments works for you.
When it comes to improving customer experiences, trying out new business models, or developing new products, even the most experienced managers often get it wrong. They discover that intuition, experience, and big data alone don't work. What does? Running disciplined business experiments. And what if companies roll out new products or introduce new customer experiences without running these experiments? They fly blind.
That's what Harvard Business School professor Stefan Thomke shows in this rigorously researched and eye-opening book. It guides you through best practices in business experimentation, illustrates how these practices work at leading companies, and answers some fundamental questions: What makes a good experiment? How do you test in online and brick-and-mortar businesses? In B2B and B2C? How do you build an experimentation culture? Also, best practice means running many experiments. Indeed, some hugely successful companies, such as Amazon, Booking.com, and Microsoft, run tens of thousands of controlled experiments annually, engaging millions of users. Thomke shows us how these and many other organizations prove that experimentation provides significant competitive advantage.
How can managers create this capability at their own companies? Essential is developing an experimentation organization that prizes the science of testing and puts the discipline of experimentation at the center of its innovation process. While it once took companies years to develop the tools for such large-scale experiments, advances in technology have put these tools at the fingertips of almost any business professional. By combining the power of software and the rigor of controlled experiments, today's managers can make better decisions, create magical customer experiences, and generate big financial returns.
Experimentation Works is your guidebook to a truly new way of thinking and innovating.