Decision makers, wrestling with thorny choices, are tapping into the collective foresight of ordinary people. Jim Giles reports. Like all of their rivals in the pharmaceutical industry, executives at Eli Lilly routinely need to make tough predictions.How much of a new product do they expect to sell? Is a competing drug going to win approval first? Millions of dollars of revenue hang on getting these predictions right. So it might come as a surprise to learn where some executives at the Indianapolis-based firm have looked for answers: they've been asking readers of USA Today.
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