Qiu, Q., Kok, H., & Turturea, R. “Experimentation Strategy in Entrepreneurial Firms” (title abbreviated for blind review)

• Revise & Resubmit at the Academy of Management Journal 

• Abstract: While entrepreneurial firms benefit from experimentation in product development, heterogeneity in experimentation goals and strategies leads to varying success in capturing value from experimentation. Building on recent conceptual research on experimentation programs, this study views experimentation as a set of interconnected tests and focuses on the role of the experimentation goals and strategies of entrepreneurial firms. Using data from the video game industry, our study shows that the goals and strategies of firms fundamentally shape their ability to capture value from experimentation. Specifically, we find that abstract experimentation goals and product changes during the experimentation period that are (1) connected in content, (2) responsive to user direct feedback (up to a point), and (3) clustered closer to the end of the experimentation period, are linked to better product performance. This study contributes to a richer understanding of learning from experimentation that emphasizes the importance of firm strategizing and user engagement.

Qiu, Q., Turturea, R.,  & Kok, H. “Renewing Success or Inviting Pushback? The Effects of Novel Product Changes on Product Quality”

• Winner of the Bent Dalum best PhD paper award at DRUID Academy 2025 

• Target journal: Organization Science

• Abstract: Product change has become a critical strategy for firms aiming to sustain competitiveness and adapt to dynamic user needs. By refining, removing, or adding product components, firms can iteratively enhance their existing products over time. However, product changes often involve trade-offs, as they may simultaneously create and destroy value for users. Drawing on recombinant innovation literature, this study focuses on novel product changes that introduce new components and examines their performance implications. Furthermore, we point to two subsets of products where such trade-offs are particularly pronounced - already-successful products and products with reflective users. Using a longitudinal dataset of 40,930 video games over ten years on Steam, we find that while novel product changes generally improve perceived product quality, their benefits are moderated by factors such as user engagement and user reflectiveness. These findings contribute to the understanding of product development strategies by highlighting the complexities of balancing continuous innovation with evolving user preferences.

Qiu, Q., & Miric, M. “Platform Gatekeeping, Product Variety and Innovation”