From Insight to Impact: The Power of Experimentation in Multinational Corporations

Abstract

Multinational corporations increasingly rely on experimentation for data-driven decision-making, yet business schools have failed to prepare managers with these skills. This article introduces a master’s course bridging this gap. Through case studies, lab visits, and hands-on projects, students embed experimentation in their strategic toolkit. This allows companies to recruit individuals who can immediately contribute to experimental projects and foster innovation and agility within MNCs. The article provides practical guidance for educators on integrating experimental methods into their curricula and demonstrates an engaging and accessible approach to teaching research methods.