The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses · chapter 10 · id the-lean-startup-c10-02-sustainable-growth-follows-a-m
“Sustainable growth follows a mechanical formula: new customers come from the actions of past customers through word-of-mouth, as a side effect of product usage, through funded advertising, or through repeat purchase.”
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Goldenberg, Libai & Muller (2001), Using Complex Systems Analysis, Marketing ScienceFLAGGED: DOI not in registry
Network effects and word-of-mouth growth dynamics were modeled academically decades before Ries' simplified taxonomy.
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