What Constitutes an Experience? Visit a chocolate factory and you will discover an experience as good as any other. So, what has changed? The climate has changed: (i) businesses are looking for new ways of adding value (ii) competitive rivalry has intensified (iii) a previously unarticulated genre of economic output has flourished. Example: Selfridges, Oxford Street, London This department store creates a fun and vibrant shopping experience through in-store performances, themed areas, and events. “Selfridges is designed to be something entirely different and distinctive, thereby offering a complete contrast to everyday convenience and Internet shopping”. When the competition intensifies, companies innovate. Example: Walt Disney Corporation Walt Disney's re-invention of the amusement park. He was dissatisfied with existing ones, mostly unthemed collections of rides, games and refreshments. By applying rational-bureaucratic management discipline, and a touch of imagination to the task, he created a themed venue where everyone is engaged and can participate. To his financial backers, Disney wrote: “the idea of Disneyland is a simple one. It will be a place for [parents and children] to find happiness and knowledge”. Events are scripted, the workers are the actors , interviews are auditions, the visitors are guests , and the theme park becomes a stage . Theatrical metaphors are important in the experience economy. “Work is theatre, ...