1. Joel L. Swerdlow, “Global Culture,” National Geographic 196, no. 2 (August 1999): 4–5.

Introduction: Adding Emotional Value to Your Customers’ Experience

1. As discussed in Howard E. Butz and Leonard Goodstein, “Measuring Customer Value: Gaining the Strategic Advantage,” Organizational Dynamics 24 (1 January 1996): 63–78.

2. For a recent and complete summary of the role of building profits by focusing on people as assets, see Jeffrey Pfeffer, The Human Equation (Boston: Harvard Business School Press, 1998). Pfeffer makes a compelling case that the way an organization manages its people is its real competitive advantage.

3. We recommend The Experience Economy as the best current summary on the subject. Joseph Pine II and ...

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