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Put Your New Business Model to the Test
January 27, 2013 Editor 0
When a consumer product company wants to know how a new product or new marketing campaign will perform, it doesn’t rely solely on traditional market research surveys. It goes to test markets. It’s the right way to discover how the innovation will go over in real market conditions. So why don’t more firms do this with new business models, asks Saul Kaplan?
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