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To resolve the limitations of fractional designs, an advanced simulation method based on the [[Rule Developing Experimentation]] (RDE) paradigm was introduced.<ref name="isbn0-13-613668-0">{{cite book
|author=Howard R. Moskowitz
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|title=[[Selling Blue Elephants]]: How to make great products that people want BEFORE they even know they want them
|publisher=Wharton School Publishing
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