Explanation
Rule Developing Experimentation was developed by Moskowitz Jacobs Inc. in cooperation with Professor Jerry (Yoram) Wind (Wharton School of Business at University of Pennsylvania). The term was initially coined by Dr. Howard R. Moskowitz and Dr. Alex Gofman in a series of articles and conference papers. The paradigm for systematic design and developing/using the rules in various applications was formalized in their book Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them (Wharton School Publishing, 2007).
Some aspects of RDE have previously been used during the past 25 years for the design and optimization of physical products, product development concepts, marketing communications, as well as packaging. Beginning in 1982, RDE was variously described in different books and articles by a number of different terms (e.g., product optimization), depending on the product area and the topics (e.g., ). RDE has been effectively utilized over the years by many of Fortune 500 companies around the world.
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