The authors describe and explain the progression of economic value, showing that customizing a good turns it into a service, customizing a service turns it into an experience, and customizing an experience turns it into a transformation. Businesses that wish to prosper in the emerging experience...

Purpose – To succeed in the rapidly evolving experience economy executives must think differently about how they create economic value for their customers. Design/methodology/approach – Five value-creating opportunities are likely to drive further progress in the dynamic experience economy:...