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- Title
STARTÉGIES EXPÉRIENTIELLES ET DIMENSIONS DE L'EXPÉRIENCE.
- Authors
Roederer, Claire
- Abstract
This research paper focuses on managerial practices designed to generate customer experience. Based on a study of companies operating in a variety of sectors, this research has a threefold purpose. First, we deconstruct some experiential strategies currently in use both to create experience and to enhance experienced-based differentiation. Second, we perform an analysis of various experiential strategies using a competitive-commercial-advantage grid. Third, we identify the risks related to the resources made available by companies as well as to the customer perception of the experiential context. The main finding of the research is that greater awareness of customers' direct / lived experience is a key success factor in implementing experiential strategies. Finally, the study provides a grid for analysing and monitoring customer experience with respect to direct experience components.
- Subjects
BUSINESS planning; CONSUMPTION (Economics); ECONOMIC competition; SENSORY perception; MARKETING; CONSUMER behavior
- Publication
Décisions Marketing, 2012, Issue 67, p63
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.067.63.74