In search of authenticity

The authors introduced the concepts of “mass customisation” and the “experience economy” a decade ago based on the growth of services in the economy.

In search of authenticity

James Gilmore and Joseph Pine

The world of business is fast realising that creativity is too valuable to be left to the creatives. Whether the challenge is to craft new and improved products and services, or to imagine whole new business opportunities, the sometimes formulaic manner of management thinking is being questioned in these globally competitive, fast-moving and often disruptive times.

This article is based on Beyond experience: culture, consumer & brand, a report by Arts & Business on developing Pine and Gilmore's ideas from their books The Experience Economyand...

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