B. Joseph Pine - The Experience Economy: Work Is Theater & Every Business a Stage
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The Experience Economy: Work Is Theater & Every Business a Stage
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The Experience Economy : Work Is Theatre & Every Business a Stage
author
:
Pine, B. Joseph.; Gilmore, James H.
publisher
:
Harvard Business School Press
isbn10 | asin
:
0875848192
print isbn13
:
9780875848198
ebook isbn13
:
9780585061610
language
:
English
subject
Product management, Diversification in industry, Customer services.
publication date
:
1999
lcc
:
HF5415.15.P56 1999eb
ddc
:
658.5/6
subject
:
Product management, Diversification in industry, Customer services.
Page iii
The Experience Economy
Work Is Theatre & Every Bussiness a Stage
B. Joseph Pine II James H. Gilmore
HARVARD BUSINESS SCHOOL PRESS BOSTON, MASSACHUSETTS
Page iv
Copyright 1999 B. Joseph Pine II and James Gilmore All rights reserved Printed in the United States of America 03 02 01 00 99 5 4 3 2 1
Library of Congress Cataloging-in-Publication Data
Pine, B. Joseph The exrience economy : work is theatre & every business a stage : goods & services are no longer enough / B. Joseph Pine II and James H. Gilmore. p. cm. Includes index. ISBN 0-87584-819-2 1. Product management. 2. Diversification in industry. 3. Customer services. I. Gilmore, James H., 1959- . II. Title HF5415.15.P56 199998-33202 658.5'6dc21CIP
The paper used in this publication meets the requirements of the American National Standards for Permanence of Paper for Printed Library Materials
Z39.49-1984
Page v
To the Author and Perfecter of our faith.
Page vii
Contents
Preview Step Right Up
ix
1 Welcome to the Experience Economy
1
2 Setting the Stage
27
3 The Show Must Go On
45
4 Get Your Act Together
69
5 Experiencing Less Sacrifice
81
Intermission A Refreshing Experience
95
6 Work Is Theatre
101
7 Performing to Form
119
8 Now Act Your Part
139
9 The Customer Is the Product
163
10 Finding Your Role in the World
185
Encore Exit, Stage Right
205
Notes
207
Index
231
Credits
249
About the Authors
253
Page ix
Preview Step Right Up
Overstocked! Undersold. Ten, 20, 30, 40 percent discounts. Half off everything! Buy one, get one free. Free financing for a year. Guaranteed lowest prices! Going out of business sale.... In a word: Commoditized.
This book offers an escape from the all-too-easy practice of competing on the basis of price. While customers love a sale, businesses perish from relying in low prices as a means of hawking their offerings. That approach worked for years, indeed decades, as economies of scale associated with mass producing goods and services resulted in corresponding cost savings with every successive price reduction. But in industry after industry, that system of competing no longer sustains growth and profitability. You know it: we all know it. But what do we do about it?
We wrote this book for those searching for new ways to add value to their enterprisesfully aware that executives and managers have been bombarded with business books with the same aim. We've all been continuously improved, reengineered, and downsized. We've embraced time-based competition and the one-to-one future. We've now demassified, informationalized, digitized, and, yes, even mass customizedperhaps self-organizing and thriving on chaos to boot. Every business competing for the future is customer-centric, customer-driven, customer-focused, customer-yadda-yadda-yadda. So what's new?
This is new: Experiences represent an existing but previously unarticulated genre of economic output
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