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Open access Oct 2026

Use of A/B testing to determine the target state of a business process as part of organizational digital and business transformation

   Objectives. The problem of correctly defining the target state of business processes, which determines whether the results align with a company’s strategic priorities, is key in the digital and business transformation of organizations. Current goal-setting practices, which rely primarily on expert assessments and...

D. Y. Denisov, A. Zykova · 0 citations

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