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ITM Master 1. Sem. |
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Welcome to the Experience Economy:
EVERY BUSINESS IS A STAGE
http://www.kristallwelten.com/ http://www.heinekenexperience.com/
EXPERIENCE REALMS - ALL EXPERIENCES ARE REAL
"There's no such thing as an artificial experience"
"Ing the Thing" - Experientalizing your offers Selling the "-ing experience": Embedding Goods in an Experiential Brand Sensorializing Goods Making Goods Scarce Forming a Goods Club Staging a Goods Event
"The Progression of Economic Value"
Example: The Birthday Cake
"The Experience Realms"
For services as all services are co-created through the interaction of consumers and producers. In a way, all consumption can be understood to be in experiential terms, but in different levels of absorption and immersion.
Theming the experience An example:
* The American Girl
Place in Chicago charges school-age girls and their parents admission to see a
musical review and dine in a themed café based on the American Girl dolls and
books. They can spend hundreds of dollars in the American Girl Place for
experiences and they haven’t yet bought a thing.
"You are what you charge for" When you start charging an entrance
fee for your attraction/shop/sight,
Consequences for: - a souvenir shop? - a restaurant? - a beach (Kurtaxe...)? - a city destination?
Work = Theatre
Drama - Strategy - Dramaturg Script - Processes - Scriptwriter Theatre - Work - Technicians (Set designer, prop managers, costume designers) Performance - Offering - Stage Crew Audience - Customers
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The Commoditization Trap and how Mr. Pine says you can avoid it: .pdf
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Contact:
Prof. Dr. Wolfgang Georg Arlt FRGS |
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