Prior work in business experimentation concludes that involving other stakeholders besides the entrepreneur mitigates the challenge of biased experimental decision-making. However, this work also maintains a key simplifying assumption—that the actors involved have a common goal to maximize...

Prior work in experimentation assumes that the choice about when and how to experiment on a business idea is a trade-off between the cost of an experiment and the value of the information it reveals. This paper captures the possibility that experimentation can also change the value of an idea -...