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How to Think Strategically by Assoc Prof Jerome Couturier, Prof. Davide Sola

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Glossary: Key concepts and definitions

A/B testing (often referred to as split testing): a simple experimental methodology to test which of two alternative features is the more productive.

Adapting to the fastest: strategy based on the ability to spot and respond quickly to developments, taking the current industry structure as a given and reacting to the opportunities the market offers.

Alignment: the extent to which people within the organisation share similar mental models and a sense of direction.

Blue ocean strategy: an approach based on the view that market boundaries and industry structure are not fixed and that industry players can reconstruct it, not through competition but by creating a new market where there are no competitors. ...

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