An Empirical Meta-analysis of E-commerce A/B Testing Practices

Working Papers

Firms often have many competing innovations that are possible for them to implement, but limited information about which one is likely to yield the highest return. An emerging strategy for evaluating various innovations is A/B testing, which gives firms a data-driven strategy for making strategic innovation decisions. Read More

The Dynamics of Wealth, Profit and Sustainable Advantage

Published Research

This paper shows how idiosyncratic resources can drive sustained profitability and persistent heterogeneity under competitive conditions. Generic inputs purchased in the market become idiosyncratic resources as the result of firms’ investments in customization.Read More