Abstract
Context. Continuous experimentation is used by many companies to improve their products with users data. In this study, the efficacy of continuous experimentation as used in two different types of business models (product-led or sales-led). Method. Two case companies with a product-led business model and three companies with sales-led business model were compared against each other. 14 interviewees were selected from the cases. Results. Having a product-led business model enabled four different drivers to continuous experimentation: 1) development and sales & marketing integration, 2) improved prioritization, 3) decreased feature bloat, and 4) product measurability. Conclusions. The takeaway message is that a company must be structured in the right way to obtain benefits from experimentation.
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Acknowledgements
Thanks to Per Runeson, Elizabeth Bjarnason, and the three anonymous reviewers for valuable feedback. This work was partially supported by the Wallenberg Artificial Intelligence, Autonomous Systems and Software Program (WASP) funded by Knut and Alice Wallenberg Foundation.
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Ros, R. (2021). Continuous Experimentation with Product-Led Business Models: A Comparative Case Study. In: Klotins, E., Wnuk, K. (eds) Software Business. ICSOB 2020. Lecture Notes in Business Information Processing, vol 407. Springer, Cham. https://doi.org/10.1007/978-3-030-67292-8_11
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