“So,” the executive sponsor of the new growth effort said. “What do we do now?”
It was the end of a meeting reviewing progress on a promising initiative to bring a new health service to apartment dwellers in crowded, emerging-market cities. A significant portion of customers who had been shown a brochure describing the service had expressed interest in it. But would they actually buy it? To find out, the company decided to test market the service in three roughly comparable apartment complexes over a 90-day period.
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