E-Book Overview
In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their bookThe Experience Economyis now a classic, embraced by readers and companies worldwide and read in more than a dozen languages.And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable—and lucrative—impression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out?Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples—including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others—to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.
E-Book Content
j a c k e t d es i g n : ste p h a n i f i n k s ISBN 978-1-4221-6197-5 9 0000 Get inspired. Stay informed. Join the discussion. Visit www.hbr.org/books the experience economy the experience economy updated edition the experience economy updated edition updated edition pine Gilmore the experience economy the experience economy b. joseph pine II updated edition updated edition updated edition the experience economy James h. Gilmore 9 7 81 42 2 1 61 97 5 updated edition updated edition updated edition the experience economy updated edition the experience economy the experience economy updated edition the experience economy the experience economy updated edition the experience economy the experience economy updated edition updated edition updated edition the experience economy the experience economy updated edition the experience economy the experience economy updated edition Horizons LLP, an Ohio-based thinking studio dedicated to helping enterprises conceive and design new ways of adding value to their economic offerings. They are coauthors of Authenticity (Harvard Business School Press, 2007). the experience economy updated edition the experience economy B. Joseph Pine II and James H. Gilmore are cofounders of Strategic updated edition the experience economy Apple Stores, Cirque du Soleil, ING Direct Café, the Geek Squad. Do these offerings conjure up images of mere goods and services, or do they invoke something more—something visceral? Welcome to the Experience Economy, where businesses must form unique connections in order to secure customer affections—and ensure economic vitality. More than ten years ago, the seminal book on experience innovation by Joe Pine and Jim Gilmore explored how savvy companies excel by offering compelling experiences for customers—resulting not only in consumer allegiance, but also a more profitable bottom line. Translated into more than fifteen languages, The Experience Economy has become a must-read for enterprises large and small, for-profit and nonprofit, global and local. In this revised and updated edition, the authors take this enduring idea and enrich its application to the demands of today’s increasingly time-starved world—offering new models and refreshed examples for an insightfully different perspective for our digital age. And its core framework, the Progression of Economic Value, shows how to truly renew overal