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 prior research suggested that firms benefit from using experimentation in product development, research to confirm such beneficial effects remains limited. In addition, heterogeneity in the experimentation strategy of firms may lead to varying success in capturing value from experimentation. Building on recent theory development on programs of experimentation, this study views experimentation as a configuration of interconnected tests and focuses on the role of temporality in experimentation strategy. Since time affects knowledge flows during the experimentation period, it also shapes firms' learning outcomes. Using data from the video game industry, our study shows that experimentation enhances product performance. Moreover, our findings highlight the benefits of a longer experimentation period, as well as the strategic management of two critical timing aspects of product changes during this period: frequency and end-clustering. This study contributes to a richer understanding of learning from experimentation.

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. “Is Pay-to-Enter better than Crowd-Voting? Platform Entry Design and Product Outcomes”