NOTES
Preface
1. D. Yoffie and E. Baldwin, “Apple Inc. in 2018,” Harvard Business School Case No. 718-439 (Boston: Harvard Business School Publishing, 2018).
2. R. Kohavi and S. Thomke, “The Surprising Power of Online Experiments,” Harvard Business Review, September–October 2017.
Introduction
1. I. C. MacMillan and R. G. McGrath, in Discovery-Driven Growth: A Breakthrough Process to Reduce Risk and Seize Opportunity (Boston: Harvard Business Review Press, 2009), advocate a discovery-driven planning approach that acknowledges high uncertainty in managing growth. They note that “the key idea behind a discovery-driven plan is that as your plan unfolds, you want to be reducing what we call the assumption-to-knowledge ratio. When the assumption-to-knowledge ...
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