An organization with numerous similar outlets has an unparalleled opportunity fo

An organization with numerous similar outlets has an unparalleled opportunity for experimenting with new ideas in the quest for what might be most productive and compelling. Prospective strategy changes can be tested in a few stores any promising modifications determined and the success of the strategy ascertained from concrete sales and profit results.All this can be done with relatively little risk since only a few outlets of the total chain are involved and the strategy can be adopted throughout the organization only if results are favorable. Such experimentation is hardly possible for the firm with few comparable units which usually is the case with manufacturers. But where it can be done the risks in making major strategy changes are greatly reduced and the arena for creative innovation is enhanced.