In this paper we examine the theoretical and empirical issues that arise for a decision maker who wishes to use the target population's preferences as an input for designing new products and services. The marketing literature suggests using essentially the same approach as that for the problem,...

Digital transformation is no longer news. It is a necessity. Sunil Gupta, head of the digital transformation practice at Harvard Business School, provides a framework for large organizations to think through where and how to begin their transformation. Traditional boundaries of industries no...