A non‐profit theater's strategy focuses on experiences

Abstract

Purpose

This case study aims to demonstrate how the Timeline Theatre, a non‐profit organization that has won awards for managerial excellence and artistic achievement, has implemented both an experience‐driven strategy (its conscious choice) and an ongoing commitment to co‐creation of unique value through experiences (its values‐based approach). By adopting both, TimeLine has achieved significant artistic and organizational growth.

Design/methodology/approach

The case traces the non‐profit's strategy development and its implementation of two innovative strategic management concepts.

Findings

The paper finds that TimeLine's strategy and core values are both important factors underpinning its run of success.

Practical implications

The case provides a model for other organizations that want to experiment with these strategic concepts.

Originality/value

The ideas of co‐creation of value and experience‐based strategy are mutually reinforcing and become more powerful taken in combination. In settings where experience‐based offerings involve the customer directly, opportunities for co‐creation become abundant. Further, application of the co‐creation model can lead directly to “new engagement experiences of value to the customer.”

Citation

Sterling, J. (2008), "A non‐profit theater's strategy focuses on experiences", Strategy & Leadership, Vol. 36 No. 5, pp. 15-21. https://doi.org/10.1108/10878570810902077