Warwick Business School is delighted to partner with Harvard Business Review for this event.
Join us at The Shard on Monday 2 December to learn how you can create personalised customer experiences that are unique, engaging, and more importantly - what customers want to buy.
Hosted by Professor James Hayton, we will welcome B. Joseph Pine II to discuss his latest book, The Experience Economy.
When you visit a Disney park, employees are referred to as "cast members", "acting on stage" in front of "guests". Disney parks create a show; an illusion; an experience. Why do the guests buy into this "show"? Because they simply can’t get it anywhere else.
In a seminal 1998 HBR article, Joe Pine and Jim Gilmore gave a name to the idea of buying an experience: "The Experience Economy." The idea resonates today more than ever as new experiences such as flagship Apple Stores and Starbucks Reserve Roasteries, Top Golf venues, Tough Mudder competitions, and extravagant new genres of experience such as Meow Wolf have joined the experiential landscape.
In our distractible, time-starved world, businesses must catch the attention of customers with a unique experience or miss out on sales, and lifelong customers. We’re living in the modern age of The Experience Economy and companies that aren’t following suit risk losing it all to the next inventive brand.
Agenda
18:00 Registration and networking
18:30 Presentation, followed by Q&A
19:30 Further networking
20:30 Event close
Author Biography
B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is cofounder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.