The Future of Competition

Chapter Six

EXPERIENCE NETWORKS

IN THIS CHAPTER, We link the emerging co-creation and experience-oriented view of competition with building an experience network, the infrastructure for effectively co-creating value through personalized experiences. This infrastructure enables managers to compete on experiences. Let us consider an example.

Building an Experience Network: The John Deere Example

Farming may seem a traditional and slow moving industry, but farming in the United States today is transforming dramatically, becoming ever more knowledge- and capital-intensive. We do not mean genetically modified seeds or any other infusion of biotechnology into agriculture. Rather, we mean that farm management itself is changing. One company hastening ...