Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind

Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind

Editor(s): Alex Gofman (Deceased) and Howard R. Moskowitz

Consumers have been increasingly involved in the innovation process in the last few decades, a major driving force of business success. This involvement is critically important for innovation, particu
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