Heisenberg Effects in Experiments on Business Ideas
研究了实验对商业创意价值的影响（海森堡效应），发现考虑该效应会颠覆仅关注信息性和成本的实验时机建议，并指出实验者应主动调整实验方式以利用该效应。
Prior research on experimental strategy suggests that choices about when and how to experiment on a business idea involve comparing an experiment’s informativeness and cost. Some prior research recognizes that experimenting can also change the appropriable value of a business idea—what this paper calls an experiment’s “Heisenberg effects.” This paper shows that incorporating Heisenberg effects in the analysis of “when” to experiment can profoundly impact recommendations derived from the prior literature that focus only on an experiment’s informativeness and cost. It also shows that actors who experiment will almost always find it advantageous to change the Heisenberg effects of their experiment in deciding “how” to experiment. More broadly, the paper examines how a business idea’s economic potential, an actor’s approach to choosing an experimental strategy, and Heisenberg effects interact in determining when and how actors should experiment.