This story has been doing the rounds since 1996, and it has never been verified. It seems to have first appeared in a book called Competing For The Future by Gary Hamel and C. K. Prahalad, and by “appeared” I mean it was just made up. The authors never provided a source. None of the authors who have referred to the experiment in the past eighteen years have provided a source either. None of the appealing memes or infographics that describe the story now provide a source. Suffice to say, there is no source, because the experiment never happened.