Design thinking is an innovative methodology that may be applied by small and medium enterprises which emphasizes a human-centered approach to problem-solving, facilitating the creation of novel solutions for complex and open-ended challenges like the development of new products. Despite its...

Firms often offer free trials to potential consumers to reduce their valuation uncertainty when launching new products. With precision marketing technology, firms can even target specific consumers (i.e., high- or low-valuation ones) for free trial promotion. This study focuses on firms whose...