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Experimentation Matters: Driving Innovation Through Simulation

Prof. Stefan Thomke, William Barclay Harding Professor of Business Administration at Harvard Business School, keynote presentation at the 2018 Global ATC in Paris, France.

Why do companies constantly come out with exciting innovations while others have great difficulty? Professor Thomke shows that an organization's ability to innovate depends on constantly experimenting with new products, processes, customer experiences and business models. During his keynote, Prof. Thomke explains why business experimentation is so critical to the management of innovation, underscores the huge potential of simulation (and new digital platforms), and outlines what managers must do to integrate them successfully. Drawing on two decades of research in multiple industries, he provides striking illustrations of how companies execute innovation more effectively.

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