Experience Economy - Couverture rigide

Pine II, B. Joseph; Gilmore, James H.

Couverture rigide

ISBN 10 : 0875848192 ISBN 13 : 9780875848198

Editeur : Harvard Business Review Press, 1999

Synopsis

You are what you charge for. And if you're competing solely on the basis of price, then you've been commoditized, offering little or no true differentiation. What would your customers really value? Better yet, for what would they pay a premium? Experiences. The curtain is about to rise, say Pine and Gilmore, on the 'Experience Economy', a new economic era in which every business is a stage, and companies must design memorable events for which they charge admission. With "The Experience Economy", Pine and Gilmore explore how successful companies - using goods as props and services as the stage - create experiences that engage customers in an inherently personal way. Why does a cup of coffee cost more at a trendy cafe than it does at the corner diner or when brewed at home? It's the value that the experience holds for the individual that determines the worth of the offering and the work of the business. From online communities to airport parking, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating engaging experiences for both consumers and corporate customers. "The Experience Economy" marks the debut of an insightful, highly original, and yet eminently practical approach for companies to script and stage compelling experiences. In doing so, all workers become actors, intentionally creating specific effects for their customers. And it's the experiences they stage that create memorable -and lasting- impressions that ultimately create transformations within individuals. Make no mistake, say Pine and Gilmore: goods and services are no longer enough. Experiences are the foundation for future economic growth, and "The Experience Economy" is the playbook from which managers can begin to direct new performances.

A propos du livre

Revue de presse :

La valeur d'un produit ou d'un service dépend des sensations, des émotions, qu'il procure à un individu. Le nouveau consommateur veut vivre des expériences. Les auteurs (voir Welcome to the experience economy, Business Digest n°79 d'octobre 1998) reviennent ainsi sur leur théorie de «l'économie de l'expérience», économie qui ouvre une nouvelle ère dans laquelle l'entreprise doit orchestrer de vrais événements pour ses consommateurs. Exemples à la clés (d'America Online à Walt Disney), Pine II et Gilmore vous expliquent la stratégie à suivre pour que vous offriez à vos clients ce qu'ils désirent vraiment. -- Idées clés, par Business Digest

À propos de cette édition

• Éditeur: Harvard Business Review Press
• Date d'édition: 1999
• ISBN 10: 0875848192
• ISBN 13: 9780875848198
• Reliure: Relié
• Nombre de pages: 272