Harvard Business School professor and Global Management Program Chair Stefan Thomke presents best practices in business experimentation, illustrates how these practices work at leading companies, and answers some fundamental questions: What makes a good experiment? How do you test in online and brick-and-mortar businesses? In B2B and B2C? How do you build an experimentation culture? Best practice means running many experiments. Essential is developing an experimentation organization that prizes the science of testing and puts the discipline of experimentation at the center of its innovation process, and how experimentation provides significant competitive advantage.