While experimentation frequently leads to business innovation, it has also often been prohibitively expensive. Thomke (technology and operations management, Harvard Business School) argues that technological change is changing the economics of the equation and making experimentation more feasible. He explains the value of experimentation and looks at a number of experimentation strategies. He also describes organizational changes that need to be implemented in order to capture the full value of experimentation. Annotation (c) Book News, Inc., Portland, OR (booknews.com)