Goods and Services are no longer enough: A Multiple Case Study Approach to understand Experience Marketing
Baid, Pooja (2006) Goods and Services are no longer enough: A Multiple Case Study Approach to understand Experience Marketing. [Dissertation (University of Nottingham only)] (Unpublished)
In a market characterized by brand parity and increasing price competition, ingenious organisations are differentiating themselves by providing not just goods and services, but holistic experiences that engage and entertain consumers and connect them to the brand. Though a recent phenomenon, experience marketing is claimed to be the source of value creation and growth in the years to come. Since, a comprehensive framework for providing and managing experiences has not been developed, this research uses a deductive-inductive approach to integrate the contribution of individual theoreticians and then provide a better understanding through the study of real world experience marketing practices. A case study approach was adopted to uncover how goods and services are transformed to experiences by three successful organisations, Games Workshop, Build-A-Bear Workshop and Trafford Centre.
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