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Keywords: Experience
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Journal Articles
Journal:
Strategy & Leadership
Strategy & Leadership (2009) 37 (6): 4–9.
Published: 06 November 2009
...David W. Norton; B. Joseph Pine, II Purpose This paper, written by leading brand experience consultants, aims to describe how disruptive innovation occurs for experience offerings. Design/methodology/approach The paper presents a case study review of major disruptive experience...
Journal Articles
Journal:
Strategy & Leadership
Strategy & Leadership (2002) 30 (4): 4–11.
Published: 01 August 2002
...James H. Gilmore; B. Joseph Pine, II Marketing flounders at many companies today, as people have become relatively immune to messages broadcast at them. The way to reach customers is to create an experience they can participate in and enjoy, the new offering frontier. To be clear, this article...
Journal Articles
Journal:
Strategy & Leadership
Strategy & Leadership (2000) 28 (1): 18–23.
Published: 01 February 2000
...B. Joseph Pine, II; James H. Gilmore The authors describe and explain the progression of economic value, showing that customizing a good turns it into a service, customizing a service turns it into an experience, and customizing an experience turns it into a transformation. Businesses that wish...
