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We Live in the Age of Experience
• Today’s society – experience hunting, experience chasing
• Experience at every milestone! ‘Experience bombs from every direction’!
• The Customer is willing to pay more even much more for the anticipated great experience.
Experience Economy• B Joseph Pine és James H. Gilmore: • The Experience Economy. • Experience economy differs from service economy.• This is a new opportunity for new economic offering
and economic expansion.• It is the customer, the guest who is put on stage,
s/he is the main actor, the production, services, even bureocracy takes place with his/her active participation in order to create memorable experiences.
The price of coffee offerings Source: B Joseph Pine és James H. Gilmore: The Experience Economy Figure 1-1. p.
2.
• Figure 1-1.
$ 1,00
$ 3,00
$ 2,00
$ 6,00
$ 5,00
$ 4,00
Commodity ExperienceServiceGoods
The Progression of Economic ValueSource: B Josep Pine és James Gilmore: The Experience Economy Figure 1-5. p. 22.
Competitive position
Extract commodities
MakeGoods
Deliver Services
Stage Experiences
Differentiated
Undifferentiated
Needs of Customers
Relevant to
Irrelevant to
PricingMarket Premium
The three circles of the ”Experience Economy”
Creative industries
Arts & Crafts Design
Architecture
ArtRadio/TV
Experience industries
Amusements/events
Sport/leisure
Accomodation/tourism bureaus
Restaurants, bars, discotecsPublishin
gAdvertising Movie/
games
Experiences in other sectors (attachments to tangible products such as
food)
Diagram from Danish Enterprise and Construction Authority (2008).
Experience in other sectors is often dependant on narratives; authenticity etc.
Often experience products offered in peripheral areas are related to local culture, heritage and autheticity
Experience economy –outline of the workshops
• Presentation about Exp. Economy (ppt) and descriptive paper, 15 pages by 30th of April
• Organisation of workshops:• All together 3 workshops, one in each county• Objective:
– to get acquinted with the principals of experience economy
– To explore the recent situation at the participants’s enterprises from the viewpoint of EE
•
Experience economy –outline of workshops cont.
-preparation of proposals via participatory groupwork
• Participants: 15 participants from each county by 20th Apr.
• Selection: by invitation, diferent representatives of economic, and social life, tourism, local govenment, agriculture, trade, insurance, banking, handcraft,
• We are searching motivated people
Experience economy –outline of workshops cont.
• Selection of venues: by 15th of April• Venues: At least two rooms with walls where
flipchart papers can be sticked• Daily schedule: from 9 to 5 pm. Lunch, 2 coffe
breaks.• Date: first week of May on the Hungarian side,• First week of June on the Croatian side• The working language in Croatia: Croatian, so we
need enterpreter
Experience economy –outline of workshops cont.
• Who is the partner in Croatia?• Technical requirements has to be planned and
agreed: flipchart papers, stickers, projektor, laptop,
• Budget has to be prepared by April 20th.• 2 facilitators and one who makes notes.• Output: notes and conclusions of the
workshops
• Results and impacts: developing, transforming the enterprises, offices and companies bases on principals of experince economy
The society of scarcity Experience society
Period Until the end of seveties 80-es onwards
keywords Scarcity, shortage,
constrain,necessity
Abundance, welfare,
experience
Opportunities narrow wide
Dominant aspect of
reality
The „situation” (the
objective reality)
Subjective reality(ies)
The impact of the
situation
constrains Offer of opportunities
Origin of social relations Social relations are given Selection of social
relations
Forrás:Éber Márk: Élménytársadalom 2. ábra rövidítve