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[email protected] Growth through Experiences – Ten case studies of Danish businesses in the experience economy September 2008 Growth through Experiences – Ten case studies of Danish businesses in the experience economy Ten stories about how some Danish businesses The experience economy is now on the agenda of consumers, innovative new products and services – all for the purpose of businesses and politicians. On the one hand, the experience strengthening the value of their products and services as use experiences and creative skills to economy is selling “pure” experiences, such as a ride on a experienced by the consumer. differentiate themselves in the market and carousel in an amusement park, going to a Madonna concert, become more competitive in the national and watching Speedway races, or visiting the National Art Today, many products and services are purchased in a quest Museum. In these instances the experience itself is the for personal identity or fulfilment. At the same time, global economies. primary product. consumer behaviour has become less predictable. This makes many demands on the products and services purchased by ENTERPRISES: But the experience economy encompasses the entire business consumers. In addition to quality and functionality, community – or at least it has the potential to do so. consumers are also seeking things like authenticity, and VIPP Experiences can be used systematically in the business sensory, emotional and surprising experiences, as well as NORDISK SKOLETAVLE FABRIK community to create value.