Digital technology offers limitless opportunities—you really can create anything you want—but real-world experiences have a richness that virtual ones do not. So how can you use the best of both? How do you make sense of such infinite possibility? What kinds of experiences can you create? Which ones should you offer?

The research and practical experience collected in this book presents the latest thinking on how to make mass customization work. More than 50 authors from academia and management debate on what is viable now, what did not work in the past, and what lurks just below the radar in mass customization, personalization, and related fields.

Fake. Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of those words to describe what you sell or how you sell it? That is exactly how more and more consumers view what companies offer them.

The Experience Economy: Work Is Theatre & Every Business a Stage offers a creative, highly original, and yet eminently practical strategy for companies to depict and stage the experiences that will greatly increase the economic value of what they offer. The Experience Economy draws from a rich and varied mix of examples that showcase businesses creating personal experiences for both consumers and businesses.

Companies are being forced to react to the growing individualization of demand. At the same time, cost management remains of paramount importance due to the competitive pressure in global markets. Thus, making enterprises more customer centric efficiently is a top management priority in most industries. Mass customization and personalization are key strategies to meet this challenge.