As goods and services become commoditized, the customer experiences that companies create will matter most. WELCOME TO THE EXPERIENCE ECONOMY BY B.JOSEPH PINE I! AND JAMES H. GILMORE H o w DO ECONOMIES CHANGE? T h e entire history of economic progress can be recapitulated in the fourstage evolution of the birthday cake. As a vestige of the agrarian economy, mothers made birthday cakes from scratch, mixing farm commodities (flour, sugar, butter, and eggs) that together cost mere dimes. As the…
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