The Experience Economy
Work Is Theatre & Every Business a Stage
Harvard Business Review Press, 1999
Category:
Leadership & Management
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(6)In this summary you will learn
- What the "Experience Economy" is
- Which companies have capitalized on staging experiences for customers
- How to engage your customers in experiences that offer entertainment, education, escapism or esthetic appeal
Why you should read The Experience Economy
Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. getAbstract.com recommends this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that’s the point. For more information, please refer to Disney World.
About the Authors
B. Joseph Pine II and James H. Gilmore co-founded Strategic Horizons LLP. Pine, the author of Mass Customization, teaches management in the business schools at Pennsylvania State University and the University of Minnesota. He has been the Batten Fellow at the University of Virginia’s Darden School. Gilmore’s experience includes working for a large manufacturer and a consulting service.
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