The wrong organizational culture can cause a firm’s experimentation efforts to fail. Berk Can Deniz describes how executives can avoid this pitfall by building a testing-learning flywheel.
See: Megan L. Head et al., “The Extent and Consequences of P-Hacking in Science,” PLOS Biology 13, no. 3 (March 2015): e1002106 and Abel Brodeur, Nikolai Cook, and Anthony Heyes, “Methods Matter: P-Hacking and Publication Bias in Causal Analysis in Economics,” American Economic Review 110, no. 11 (November 2020): 3634–3660, https://doi.org/10.1257/aer.20190687.
FabijanAleksanderet al., “The Evolution of Continuous Experimentation in Software Product Development: From Data to a Data-Driven Organization at Scale,” in 2017 IEEE/ACM 39th International Conference on Software Engineering (ICSE) (Buenos Aires, Argentina: IEEE, 2017), 770-780, https://doi.org/10.1109/ICSE.2017.76.
