title: Enlightened experimentation. The new imperative for innovation.
abstract: The high cost of experimentation has long put a damper on companies' attempts to create great new products. But new technologies are making it easier than ever to conduct complex experiments quickly and cheaply. Companies now have an opportunity to take innovation to a whole new level--if they're willing to rethink their R&D from the ground up.
authors.affiliation: Harvard Business School, Boston, USA.
authors.forename: S
authors.initials: S
authors.lastname: Thomke
mesh_terms: D003132:Commerce / Q000458:organization & administration*; D009936:Organizational Innovation; D011357:Product Line Management; D012106:Research; D014481:United States