This is a summary of the full article. To enjoy the full article sign in, create an account, or buy this article.
Sign in, buy as a PDF or create an account.
Copyright © Massachusetts Institute of Technology, 1977-2017. All rights reserved.
Permission is required to copy or distribute MIT Sloan Management Review articles.
Buy permissions here: https://sloanreview.mit.edu/article/testing/
You must sign in to post a comment.First time here? sign up for a free account: comment on articles and get access to many more articles.