2012 Kahneman Marketing Uncertainty 
Harvard Business Review
JUNE 8, 2012
I'll Have Another will try to enter the pantheon of horseracing by winning the Belmont Stakes , the final leg of the Triple Crown, on Saturday night (June 9, 2012). Win or lose, I'll Have Another's situation provides useful lessons about business and markets. And it's a lesson you can apply as you consider prices in the market.
Harvard Business Review
JUNE 8, 2012
I'll Have Another will try to enter the pantheon of horseracing by winning the Belmont Stakes , the final leg of the Triple Crown, on Saturday night (June 9, 2012). Win or lose, I'll Have Another's situation provides useful lessons about business and markets. And it's a lesson you can apply as you consider prices in the market.
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