The Experience Economy: Work Is Theater & Every Business a Stage

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		The Experience Economy: Work Is Theater & Every Business a Stage
		The Experience Economy: Work Is Theater & Every Business a Stage

基本信息·出版社：Harvard Business School Press
·页码：254 页
·出版日期：1999年04月
·ISBN：0875848192
·条形码：9780875848198
·装帧：精装
·正文语种：英语
·外文书名：体验经济

内容简介 在线阅读本书

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 & 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 & 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 & 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.
作者简介 B. Joseph Pine II and James H. Gilmore are co-founders of Strategic Horizons LLP. Pine is the author of Mass Customization (HBS Press).
媒体推荐 From AudioFile
Goods and services don't have value in themselves; it's how they are experienced by consumers that really counts today. In this program the authors articulate every possible way these performances can be scripted, casted, staged, and experienced. It's an academic, theoretical work, but savvy and clear enough to make sense to most marketing students and sales managers regardless of their sophistication. Psychological studies and stories about well-known companies like Disney are placed throughout the text, along with interesting explanations of why certain products and services are popular. The reading is quick and brings enough emotion into the program to liven up the serious text without clashing with it. T.W. © AudioFile 2001, Portland, Maine-- Copyright © AudioFile, Portland, Maine --This text refers to an out of print or unavailable edition of this title.

National Productivity Review, Winter 1999
"This is a seminal work, a book that presents new ideas--and uses old ideas in new ways--to change the reader's perceptions and expectations."

Fast Company, April 1999
"Pine and Gilmore do make an intriguing case. In particular, they implicitly challenge two ideas that have recently hardened into conventional wisdom: that giving away your product is the path to profit, and that casually clad tech-heads who inhale pizza and who write code until dawn represent the future of work."

Toronto Globe and Mail, May 5, 1999
"A wise, deep, and enlightening book."

Jesse Berst, ZDNet (for Wired), July 1999
"This is a good look at how every business is morphing into show business...just creating a product and waiting for the world to come to your door is not going to cut it."

Technology Review, May-June 1999
"The Experience Economy, with its own well-developed theme and enriching examples, may transform more than a few managers."


编辑推荐 Amazon.com
Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commoditized. Successful companies, such as Nordstrom, Starbucks, Saturn, and IBM, discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.

But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."

Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought-provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards


专业书评 From The Industry Standard
This book scared the hell out me. The pitch is that consumers are increasing in complexity. They want everything from simple commodities to manufactured goods to what the authors call experiences – immersive, richly textured commercial events. And fast-paced business types better follow or they'll be left in the dust.

The patron saint here is Walt Disney: Coffee shops should focus on the coffee experience, the authors suggest, while restaurants need to realize that the music and the ambiance – eatertainment, as the authors label it – are as important as the food.

The book is well written and I liked its fanatical conviction. The authors cheerfully acknowledge that even the most sacred experiences can be turned into a fast buck for faster companies. (They point out that many Americans now seek advice not from their priests and religious leaders, but from paid "spiritual coaches.") I'd love to think this is an elaborate spoof on the absurdity of late-state capitalism, but I'm afraid Pine and Gilmore are absolutely serious when they conclude that "The Consumer Is the Product." God help us all.

– Michael Parsons

From AudioFile
Goods and services don't have value in themselves; it's how they are experienced by consumers that really counts today. In this program the authors articulate every possible way these performances can be scripted, casted, staged, and experienced. It's an academic, theoretical work, but savvy and clear enough to make sense to most marketing students and sales managers regardless of their sophistication. Psychological studies and stories about well-known companies like Disney are placed throughout the text, along with interesting explanations of why certain products and services are popular. The reading is quick and brings enough emotion into the program to liven up the serious text without clashing with it. T.W. © AudioFile 2001, Portland, Maine-- Copyright © AudioFile, Portland, Maine --This text refers to an out of print or unavailable edition of this title.

National Productivity Review, Winter 1999
"This is a seminal work, a book that presents new ideas--and uses old ideas in new ways--to change the reader's perceptions and expectations."

Fast Company, April 1999
"Pine and Gilmore do make an intriguing case. In particular, they implicitly challenge two ideas that have recently hardened into conventional wisdom: that giving away your product is the path to profit, and that casually clad tech-heads who inhale pizza and who write code until dawn represent the future of work."

Toronto Globe and Mail, May 5, 1999
"A wise, deep, and enlightening book."

Jesse Berst, ZDNet (for Wired), July 1999
"This is a good look at how every business is morphing into show business...just creating a product and waiting for the world to come to your door is not going to cut it."

Technology Review, May-June 1999
"The Experience Economy, with its own well-developed theme and enriching examples, may transform more than a few managers."

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