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The Problems with Five-Star Rating Systems and How to Fix Them

From investing in and advising dozens of marketplace businesses for more than a decade, we have found that while simple five-star systems are good enough at identifying and weeding out very low-quality products or suppliers, they do a poor job of separating good from great products or suppliers. This may not be a big issue for marketplaces offering commodity products and services, but it can be a serious pr ...

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