Leading the experience ecosystem revolution: innovating offerings as interactive platforms
ISSN: 1087-8572
Article publication date: 13 March 2020
Issue publication date: 29 May 2020
Abstract
Purpose
The author explains how networked interaction, propelled by the internet and the forces of digitalization, ubiquitous connectivity, globalization and social media has become the new locus for creating value. And how that networked interaction is accelerating the shift of value creation towards the experiences of individuals who want to define choices in a manner that reflects their view of value and their own expressions of personalization. 10;
Design/methodology/approach
The article explains that every enterprise is now faced with the challenge of learning how to create valuable impacts of experienced outcomes through smarter, connected offerings and the networked interactions of individuals.
Findings
Instead of having fixed economic value, offerings are increasingly a means for the dynamic creation of experience value through ongoing and new types of networked interactions.
Practical implications
Rather than simply elevating the user experience of a good or service, the co-created experience itself becomes the product.
Originality/value
The Starbucks and Burberry examples suggest how offerings are being enhanced by interactive technologies that open up new sources and avenues of experience value creation. The article explains how any enterprise can now adopt a strategy of ‘capabilities as a service’ by innovating its own ecosystems of customer and stakeholder experiences.
Acknowledgements
The author would like to thank Lalitha Ramaswamy for her help with this article.
Citation
Ramaswamy, V. (2020), "Leading the experience ecosystem revolution: innovating offerings as interactive platforms", Strategy & Leadership, Vol. 48 No. 3, pp. 3-9. https://doi.org/10.1108/SL-01-2020-0014
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited