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A method of hypothesis-driven entrepreneurship in which two (or more) versions of an artefact (e.g. product, service, web page or app) are compared against each other to determine which performs better and which delights the customer more. Also called split testing.

Cover of Frederick, O'Connor, Kuratko (2019), Entrepreneurship Theory Process Practice (Melbourne: Cengage) Glossary term from Asia-Pacific edition of Entrepreneurship Theory Process Practice (Melbourne: Cengage, 2019)

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