How to manage talent in the wider experience economy

Bob James

All marketers, even of fmcg products, need to think in terms of 'service' and 'experience'. In the experience economy, marketers face three challenges.

How to manage talent in the wider experience economy

Bob JamesOxford Strategic Marketing

As every theatre director knows, a great production is a result of getting great performances from the cast. Ultimately, success comes down to how you manage your talent.

When Gilmore and Pine talked about experiences, they were anticipating the evolution of many of the pure experience brands out there today – Mark Warner, Starbucks, Disney or CentreParcs, or even the Priory, perhaps. But they failed to recognise the true nature of the real experience economy, which encompasses a far wider range of brands.

Even today's fmcg...

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