Matches in SemOpenAlex for { <https://semopenalex.org/work/W3160169384> ?p ?o ?g. }
Showing items 1 to 58 of
58
with 100 items per page.
- W3160169384 abstract "This is a collection of four caselets that aim to provide a rich discussion around why experimentation in business is important and how it can be properly designed to improve short-term tactical and long-term strategic decisions. Specifically, this document presents four different business problems that could be resolved with proper experimentation techniques. The decisions range from the initial evaluation of whether an experiment is needed to how it can be designed, implemented, and evaluated to how it can be improved and sustained.This case would be best used alongside the technical note To Understand Consumer Behavior, Think Like a Marketplace Scientist (UVA-M-0950), as learnings from that note can be leveraged and applied to tackle the issues here. Ultimately, this reading allows MBA students and industry professionals alike an opportunity to practice being effective designers, analyzers, and proponents of experimentation. Excerpt UVA-M-0951 Rev. Jul. 31, 2020 Dare to Experiment: The Scientific Approach to Consumer Behavior Bring Back the Billboard A new fashion company, Iconic Jeans, recently developed a new line of jeans, Denimous. Since the company was based in Buffalo, New York, a billboard at Canalside, a popular gathering spot on the Erie Canal, seemed fitting. The marketing team had been tossing around a couple of ideas for the billboard for a month and had narrowed the selection down to an image featuring two young adults running through a field and an image of two young adults at a party. With the time to launch dwindling, the team called a meeting to decide between the two images and send the chosen one to be printed. The team had been looking at the two images at the front of the room for a while when Marek Tkacik, vice president of marketing, said, “I think we have to go with the field. It's tough to say why, but there's just something about it. It's fun; it's fresh. I think it's perfect.” Everyone in the room more or less agreed, and the team sent along the field image. Following the ad, Denimous sales seemed to be doing well—close to par with other jean sales—so the team figured the billboard must have done its job. How should the marketing team interpret the results? What, if anything, should be changed about the marketing team's process? . . ." @default.
- W3160169384 created "2021-05-24" @default.
- W3160169384 creator A5057396517 @default.
- W3160169384 creator A5080201779 @default.
- W3160169384 creator A5090955003 @default.
- W3160169384 date "2017-01-01" @default.
- W3160169384 modified "2023-09-27" @default.
- W3160169384 title "Dare to Experiment: The Scientific Approach to Consumer Behavior" @default.
- W3160169384 doi "https://doi.org/10.2139/ssrn.3017472" @default.
- W3160169384 hasPublicationYear "2017" @default.
- W3160169384 type Work @default.
- W3160169384 sameAs 3160169384 @default.
- W3160169384 citedByCount "0" @default.
- W3160169384 crossrefType "journal-article" @default.
- W3160169384 hasAuthorship W3160169384A5057396517 @default.
- W3160169384 hasAuthorship W3160169384A5080201779 @default.
- W3160169384 hasAuthorship W3160169384A5090955003 @default.
- W3160169384 hasConcept C112698675 @default.
- W3160169384 hasConcept C144133560 @default.
- W3160169384 hasConcept C162853370 @default.
- W3160169384 hasConcept C17744445 @default.
- W3160169384 hasConcept C199539241 @default.
- W3160169384 hasConcept C41008148 @default.
- W3160169384 hasConcept C554936623 @default.
- W3160169384 hasConceptScore W3160169384C112698675 @default.
- W3160169384 hasConceptScore W3160169384C144133560 @default.
- W3160169384 hasConceptScore W3160169384C162853370 @default.
- W3160169384 hasConceptScore W3160169384C17744445 @default.
- W3160169384 hasConceptScore W3160169384C199539241 @default.
- W3160169384 hasConceptScore W3160169384C41008148 @default.
- W3160169384 hasConceptScore W3160169384C554936623 @default.
- W3160169384 hasLocation W31601693841 @default.
- W3160169384 hasOpenAccess W3160169384 @default.
- W3160169384 hasPrimaryLocation W31601693841 @default.
- W3160169384 hasRelatedWork W1555595420 @default.
- W3160169384 hasRelatedWork W1573958846 @default.
- W3160169384 hasRelatedWork W1581515278 @default.
- W3160169384 hasRelatedWork W2399471106 @default.
- W3160169384 hasRelatedWork W2416712462 @default.
- W3160169384 hasRelatedWork W2528269789 @default.
- W3160169384 hasRelatedWork W267480815 @default.
- W3160169384 hasRelatedWork W2727071047 @default.
- W3160169384 hasRelatedWork W2803118501 @default.
- W3160169384 hasRelatedWork W2981581897 @default.
- W3160169384 hasRelatedWork W3187095147 @default.
- W3160169384 hasRelatedWork W579919754 @default.
- W3160169384 hasRelatedWork W583973890 @default.
- W3160169384 hasRelatedWork W586186643 @default.
- W3160169384 hasRelatedWork W601534423 @default.
- W3160169384 hasRelatedWork W627223004 @default.
- W3160169384 hasRelatedWork W629901975 @default.
- W3160169384 hasRelatedWork W646353829 @default.
- W3160169384 hasRelatedWork W647783577 @default.
- W3160169384 hasRelatedWork W194706611 @default.
- W3160169384 isParatext "false" @default.
- W3160169384 isRetracted "false" @default.
- W3160169384 magId "3160169384" @default.
- W3160169384 workType "article" @default.