Media type: E-Article Title: A case for conducting business-to-business experiments with multi-arm multi-stage adaptive designs Contributor: Legare, Jonathan [Author]; Yao, Ping [Author]; Lo, Victor S. [Author] Published: 2023 Published in: Journal of marketing analytics ; 11(2023), 3 vom: Sept., Seite 490-502 Language: English DOI: 10.1057/s41270-022-00177-4 Identifier: Keywords: Adaptive design ; Business-to-business ; Experimental design ; Multi-arm multi-stage ; Randomized controlled trial ; Simulation study ; Aufsatz in Zeitschrift Origination: Footnote: Access State: Open Access