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The Experience Economy: Work Is Theater & Every Business a Stage Hardcover – Illustrated, 1 April 1999

by B. Joseph Pine II (Author), James H. Gilmore (Author)
4.3 out of 5 stars 71 ratings
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Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations.
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  1. Print length
    272 pages
  2. Language
    English
  3. Publisher
    Harvard Business Review Press
  4. Publication date
    1 April 1999
  5. Dimensions
    16.51 x 1.91 x 24.13 cm
  6. ISBN-10
    0875848192
  7. ISBN-13
    978-0875848198
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Amazon Review

Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commodity-ised. Successful companies, such as Nordstrom, Starbucks, Saturn and IBM discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.

But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."

Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought- provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards, Amazon.com

About the Author

B. Joseph Pine II and James H. Gilmore are cofounders of Strategic Horizons LLP, an Aurora, Ohio-based, thinking studio dedicated to helping enterprises conceive and design new ways of adding value to their economic offerings. They are coauthors of The Experience Economy and Authenticity.

Pine, who also wrote Mass Customization, is a Senior Fellow with both the Design Futures Council and the European Centre for the Experience Economy, which he cofounded.

Gilmore is also a Batten Fellow and Visiting Lecturer at the University of Virginia Darden School of Business.

Product details

  • Publisher ‏ : ‎ Harvard Business Review Press; Illustrated edition (1 April 1999)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 0875848192
  • ISBN-13 ‏ : ‎ 978-0875848198
  • Dimensions ‏ : ‎ 16.51 x 1.91 x 24.13 cm
  • Customer reviews:
    4.3 out of 5 stars 71 ratings

About the authors

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  1. James H. Gilmore

    James H. Gilmore

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    Full content visible, double tap to read brief content.

    Jim Gilmore is co-founder of Strategic Horizons LLP. He is author of The Experience Economy, Authenticity, and LOOK.

    See more on the author's page
  2. B. Joseph Pine

    B. Joseph Pine

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    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.

    In his speaking and teaching activities, Mr. Pine has addressed the World Economic Forum, the original TED conference, and the Consumer Electronics Show. He has been a Visiting Scholar with the MIT Design Lab and a Visiting Professor at the University of Amsterdam. He has also taught at Penn State, Duke Corporate Education, the University of Minnesota, and UCLA’s Anderson Graduate School of Management, and today is a Lecturer in Columbia University’s Master’s Program in Technology Management in the School of Professional Studies. For more, see www.StrategicHorizons.com.

    See more on the author's page
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Top reviews from United Kingdom

  • Cat Goldsmith
    5.0 out of 5 stars Brilliant. Very interesting
    Reviewed in the United Kingdom on 9 March 2016
    Verified Purchase
    Brilliant. Very interesting. Used it for studying my Events Management degree and really helped me understand the concept of the experience at events. Basically shows you why and how Disney, for example, has such a brilliantly consistent theme
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  • Jorge Aníbal Catarino
    5.0 out of 5 stars Clearly a must have book for anyone in the Hospitality Industry. Great case studies and clear graphics and tables.
    Reviewed in the United Kingdom on 15 January 2013
    Verified Purchase
    This is the seminal Experience Economy book!...
    A must have for anyone in the Hospitality and Tourism Industries.
    Great case studies and clear graphics and tables.
    I read it in one go!...
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  • asjula
    4.0 out of 5 stars The original and best
    Reviewed in the United Kingdom on 10 November 2012
    Verified Purchase
    Despite being scoulded for not being specific enough and not defining the world 'experience', Pine and Gilmore does provide you with basic tools for uptimizing your event, your company, your product or something else. If you understand their models and theories, they are easily applicable.
    An easy yet educational read - and even now, 13 yrs after it's first release, it is still not outdated
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  • Miss D. Gilbert
    3.0 out of 5 stars good copy thank you although its listed as used very ...
    Reviewed in the United Kingdom on 10 September 2015
    Verified Purchase
    good copy thank you although its listed as used very good condition and it was well used with almost every page covered in notes. maybe just list as good condition next time :) thanks
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  • Ernest Emeka Izogo
    5.0 out of 5 stars One of the most valuable books i bought in recent ...
    Reviewed in the United Kingdom on 22 July 2015
    Verified Purchase
    One of the most valuable books i bought in recent time. The book is worth more than its cost. I'm really enjoying reading it
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  • Rolf Dobelli
    5.0 out of 5 stars How to Sell the Sizzle
    Reviewed in the United Kingdom on 27 December 2005
    Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. We recommend this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that's the point. For more information, please refer to Disney World.
    2 people found this helpful
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  • Amazon Customer
    4.0 out of 5 stars This book should be read in both schools and colleges
    Reviewed in the United Kingdom on 16 April 2016
    Verified Purchase
    Every business owner should read this especially the fat cats running our utility companies
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  • Amazon Customer
    3.0 out of 5 stars Ripped front cover
    Reviewed in the United Kingdom on 11 November 2016
    Verified Purchase
    The book itself is good,unhappy that the front cover is ripped!
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Top reviews from other countries

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  • M.B.
    5.0 out of 5 stars A must
    Reviewed in Italy on 17 July 2015
    Verified Purchase
    Amazing.
    Even if you are not skilled in business or economics, this book could give you a new vision of the meaning of "Experience"
    Report
  • Javier Cuenca
    4.0 out of 5 stars fantástico.
    Reviewed in Spain on 22 June 2015
    Verified Purchase
    gran producto, excelente calidad...recomendable 100 % . se podrían solicitar más de la misma colección. recomendable a amigos y familiares,.
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  • Joe F
    5.0 out of 5 stars Five Stars
    Reviewed in Canada on 18 August 2014
    Verified Purchase
    Great item. Arrived as described. Fast shipping.
    Report
  • ZEKunde
    5.0 out of 5 stars Ich habe es nach einer Empfehlung gekauft.
    Reviewed in Germany on 10 June 2014
    Verified Purchase
    Es geht um:

    Was ist "echter" Kundennutzen und wie kann ich ein/e Basishandelsgut/Verbrauchsware zu einem hochwertigen Gut "machen".
    Die Antwort ist laut dem Autor ein Themenpark (erzeugung von Emotionen) und/oder Lebenshilfe durch Produkte.

    Ja... .

    LULULemon (Yogamatten etc) macht das ja auch aktuell und ist sehr erfolgreich damit (Park und Lebenshilfe).
    "Das buch ist von 1999 es wird viel mit Disney und deren Vorgehensweisen demonstiert ."

    Fazit:

    Ich fands gut geschrieben und die Grafiken waren auch nicht ganz verkehrt. Die Beispiele fand ich sehr einleuchtend und im großen und ganzen hab ich den Kauf nicht bereut.

    Etwas flach aber sonst gut gemacht.
    Report
  • David Kim
    5.0 out of 5 stars Gilmore loves this stuff
    Reviewed in the United States on 25 September 2010
    Verified Purchase
    I had the pleasure of discussing Experience Economy with Gilmore in a small class setting. What was apparent is that he loves this stuff. I think other reviews on this book already do a good job of encapsulating what this book is about and how useful its perspectives are. An additional insight would be that the contents derive from Gilmore's passion and willingness to see the world differently. The real lesson for the reader should be the same. Have passion about what you do, and be willing to take a risk of seeing your field through a different lens of eyes.

    The core concept of the book is also fairly simple. If you take a commodity and customize it, it's a good. Customize the good, and you get a service. Customize the service, and you have experience ... hence the Experience economy. A key takeaway is that at each level up, there's greater value for the user. Also, it's newer, so it's a richer field in which to compete (in the experience economy, versus, say commodity economy).

    Much of the details surrounding the experience economy itself is rendered in descriptions of theater and stage.

    What comes after the experience economy? It's transformation. For example, Gilmore spoke about golf coaches. What if you didn't charge by the hour (service), but instead charged by how many handicaps you are responsible for improving for your client (transformation). Clearly, this is risky. Your client many not improve. But, the opportunity is that this kind of alignment would change the way you teach and engage your client, and really could help that client become a superior player. The value add would be far more than simply walking around with someone for an hour or two. And, if you know what you are doing, you should be able to extract appropriate economy rent for that transformation. The road to transformation is replete with our mastery over data. Data to information. Information to knowledge. Knowledge to wisdom. The book is a must read for innovators as well as those looking to go into a new business.
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