 :      
 . 

 . 


     . ,    ,      .    ?

  : ,     ,      .           ,                 .      ࠖ  ,   .           ;       ,    蠫.       ,    ,    .

   ,          .       ,           .

    젖     !





 . ,  . 

 :      








 . , . 

 . 

  . 

- . 

 . 

  PROSCOM Studio

 . 

  . 



 2011 B. Joseph Pine II and James H. Gilmore

Published by arrangement with Harvard Business Review Press (USA) via Alexander Korzhenevski (Russia)

 . Alex Literary Agency, 2005

   .   , 2018



  .      .                        ,         ,           .             5.  (. 49 ),            6  (. 146  ).


* * *


    







 


        Strategic Horizons LLP,      ,  .    ,         .     ,              (    ,        ).              ,        .   (  )        ,   Harvard Business Review, Wall Street Journal, Strategy & Leadership, Context, Journal of Cost Management, CIO, Chief Executive  .        Good Morning America, ABC News, CNBC,   American Business Journal;      ,  Forbes, Fortune, Business Week, New York Times, Business 2.0, Information Week  USA Today.

      Mass Customization: The New Frontier in Business Competition (Boston: Harvard Business School Press, 1993).     ,          ,             -, - IBM Advanced Business Institute,            .   Strategic Horizons LLP      IBM Corporation         ,  ,    .  .        .

      Procter & Gamble,         Cleveland Consulting Associates  Computer Sciences Corporation,   CSC     .         -   ,           .                     .        .




  





    


    .           ,    [1 - B. Joseph Pine II James H. Gilmore. The Experience Economy: Work Is Theater & Every Business a Stage/ Harvard Business School Press, 1999.]  1999 . ,             .          15 ,      300 000    ,         - (  ),   , -      .     ( )       ,              . ,       :         ,        .               .    ,       ,          .

     .           12      (     ,    ),       .     .         ,       . Walmart  -    ,    ,   - Build-A-Bear, .  ,   ,    -  1999 .              ,       Welcome to the Experience Economy (    ),     Harvard Business Review    1998 .          300   Build-A-Bear,  ,       500 .              ,      -.

           American Girl     1998 .     ,    American Girl,       ,       ,        .    American Girl,          Mattel,           (          ).            ?  Apple. ?  ,        ,    頖               .

,   Apple         -   -,            . (Gateway         ,    Dell    ,                 .)  ,        Apple       ,   .     Genius Bar, -           ,          -.  ,              .   ,  ,                          .            ,     (     ,      ,   젖    Westin),            .

    Geek Squad.         1999      ,    ,     ,    .     ,  Geek Squad   Best Buy     ,  24 000    ⠖ ,     (    Best Buy)      ,        . , Geek Squad,    ,      ,       ,     ,  ࠖ  . ,     (        ),   ,    Geek Squad   ,   ,         ,       . ,  ,        ,  ,  ,     ,    ,    ,     Geek Squad   .

  ,         2008 ,         ,     .    .           .      , , ,     ,                ,     . (      ,   , ,   ,        ,     ,      .)   -  -  ,               .       ,       .

  ,   ,  .     ,        ( ),        .              ,              .           (    ),         ,    .          -    .  ,         ,  ,    .       ?   ,       .           ,        .    ,          ,               .         ,        (Customer Experience Management, CEM),             . , ,   ,          ,      .      .        ,          CEM,    , ,   ,        .           ,      ,           .         ( ),      ,           .




,   


           .   :         .      ,       .       (   )         ,        ,     ,    ,        .  ,                .          ,         .           ,         .                 ,       .   .         ,           ,     .

    ,     ,      ,    ,  , ,       堖        .         ,           .    ,    :      ,      ?      ,    ,     .

   .   -       - .  ,    ,        ,   ,    ,     ,    ,       .    ,      ,       ,       . ,         ,       ,       ,      ,     ,    ,   ,  ,     ,    ,    .. 12        ,   .  ,      .  ,      .    ,   ,     ࠖ         .

         .      Geek Squad,     ,      ,      ,    .       ,       ,       .      ,                ,    .   ,         ,   ,   ,       .    :               ?       ,  ࠖ  .         ,                           .

    :            .  ,     .         ,    ,  ,            ,          .    .  ,           ,        .       ,     ,      ,        .        ,          ,    12  :    ,       ?        ,        .

   ,          ,        :   ,     ,  ,  ,     .                 .      ,             (   )     .    Netflix.               . , ,         ,        .  ,      ,       ,   ,       .        ,    ,         ,    .       ,     ,      .

,      ,  蠖        (  )     .      ,     ,    .  , ,   ,        ,       .       ,     ,    ,      .       ,     , ,      ,    ,   .

-                 ,         .               ,            .  ,     ,    (  ,      ,       ),       ,     , , ,           .                 ,               ,   .   ,      ,     (          -  ),           ,       ,           ,     젖        .         .

       ,    12            .             ,       ,         ,         .     .     ,    ,             .          - .         .       ,       ,         ,       .




   


  ,     .        ,         .       /       ,     .           ໠          ,  ,   .   . ,  ,   ,  ,    -,         .        .           ,   ,      .   ,        .    ,  ,     ,    ,                ,      .             (    -    )     (, ..     ,    ),           .      -      .       .                ,      ,     . ,       .            (     ,    ,         ).        ,        .  :   (  -)          .    .

          (,       ).  ,      . ,     2, ,    .     ,    ,   , ,  (  )         .       ,   PowerPoint                          ,    .      ,           . (        : Authenticity: What Consumers Really Want[2 -  . , .   II. :  -  . .: BestBusinessBooks, 2009.](:  -  )  Infinite Possibility: Creating Customer Value on the Digital Frontier[3 - B. Joseph Pine II, Kim C. Corn, James H. Gilmore. Infinite Possibility: Creating Customer Value on the Digital Frontier / Berrett-Koehler Publishers, 2011.]( :         )).          ,        ,   ,   ,   ,        ,   .      ,         ,  , , ,       ,     - .   ,        ,       ,      : , , , ,        ,   ,       ,    ,   ,  堖 .  -        ,              .    ,         (,  , )             .

  ,     ,   ,       .         ,             .     ,   1999 ,   ,         .        ,      .        ,   ,          ,         ,     .      ,            .  ,            ,           (        Mass Customization: The New Frontier in Business Competition[4 - B. Joseph Pine. Mass Customization: The New Frontier in Business Competition / Harvard Business Review Press, 1992.](  ⠖     )).      ,     .           .    ,               ,   . (,    ,       ,      ,       ,     .)     ,    ,      .        , .. ,      ,       ,          .     (  )        ,  Country Bear Jamboree   ,             .  ,                 .        .

    ,          .     ,    .     ,         .    ,  , :   ,     , ,        (   ),      ,   ( ).       ,   ,    .  ,  ,           頖      .  ,             ,    ,             .         ,         ,      (    ,    ).     ,   , ,    ,         .    ,    .              (   XIX        6),          .  ,    ,                   (   ,     ).   :        ,     ()        ,     .

         .      ,   ,  ,    ,    -   .    ,    ,  ,  -    ,   ,      .   ,         ,            .        ,      ,       .



 . 
 ,  
 .  II
,  






 !


.  . 蠖 10, 20, 30, 40%.    !   ,   .   !    젖 .

   蠖 ,       .    ,        .       ,  .     , ,  ,     ,    ,  ,  .     ,           .    ,     .     ?

     ,           .  ,             .     ,    .         .               .  ,      ,    ,        .       ?

   : ,     ,       .               ,                     .        .   :      ,       .        ,   .         ,     ,          .         -.

    젖      ,       1.       ,  ,          ,   ,     ,   ,      ,   堖   .   ,        ,         .   ,     ,          ,  ,                  ,           ,   .

 ,              ,            . (  ,       ,   .     .            .)   2  3 ,      .     ,        ,        .  ,         ,       ,        .      ,    4  5,             - ,         . (       5.)

     .          ,       ,  ,  , . ,   ,    6    ,       ,    .        ,       .   7    ,        ,   .   8     ,   ,  .      堖        堖     -;             8,      ,     .

 ,   ,             ,   .      -     (,     ,     ,  -,  ,      ).    -堖    :            Strip;        ,    ;    Forum Shops     -,   ,    ,     .

 ,  -    ;         ,   .  ,        ,       .  ,        - ( ,   -)          .     ,    ,    .  ,  ,    ,     ,       (           ,      ,     -,              ,    , ,   ..).

            ,  ,    ,      .    ,            .     ,    . ,           .   ,   ,      .        ,   .

,                 20 ,      .   ,  ,    .  ,  ,    ,            .     ,            (      ).    ,        .  ,     ,         .       9  10,    ;      , ,   頖 .     ;          ,       .

 ,         ,          ,        .  ,  ,       ,               .



 , ,  
 ,  ,  
 1998 
Strategic Horizons LLP
 . Box 548
Aurora,  442020548 U.S.A.
+1(330)9954680
pine&gilmore@customization.com




1.    !



.          .   ,               - ,     .

       : . ,          ,  (    )   1,65 .  , .. 1 2   .   , ,           ,      ,      525    (       ).       ,     ,     ,       50   1 .  .

,       ,   ,        .   :        ,   ,      ,      25 .  . ,      (.1.1),           ,  ,   ,        .








    . ,   ,     ,       ,        .     Caff Florian    .     ,    ,              .      ,   ,          15 .  .     ?  . !  .




  


    ,       ,    ,         .    ,  ,           , ,     .    ,    ,     .     ,       ,      , ..     .



      ,     .


     ,           .       ,      ,       .              .       ,          , ,     ..    , ,     1955    ,       .     1966 ,         ,       1971 .      ,      ,      (    )   ,       .     (  )  ,      ࠖ , , ,   .     [5 -         Scott Kirshner, Hack the Magic: The Exclusive Underground Tour of Disney World // Wired. March 1998. P. 162168, 186189.].             ,       ,        ,        .    ,  ,   Walt Disney      .

  -       ,            ,  ,   .       , , ,  , -,  ,    ,    .                  .       ,     , ,     COMDEX   1990-, :     ,   ,          [.. ].        [.. ],      .  .

   ,              ,     .    ,  Benihana, Hard Rock Cafe, Ed Debevic's, Joe's Crab Shack  Bubba Gump Shrimp Co., ࠖ    ;   ,   ,    .     Build-A-Bear, Jordan's Furniture  Niketown         .     entertailing (  㻠    ) ,       The Mills Corp., shoppertainment (  򻠖  ).

   ,        .        2:      .    ,          ,       .          ,     , , ,   , , ,  Teatro ZinZanni, Caf Ti Tu Tango, Medieval Times  Rainforest Cafe [6 -     ,  15  1998.  - TheOnion (www.theonion.com)   Nation's Last Themeless Restaurant, ,   ,     Pat's Place  ,  ,        Paddy O'Touch down's Irish Sports Bar&Good-Tyme Internet Grill.].            .      .   ,  Jungle Jim's International Market, The Home Depot  Viking Cooking School,  , -  ,         ,          edutailing (  㻠 +)  shopperscapism (  컠 +).

  ,     British Airways pa  ,    ,      -  (  堖        )       . British Airways,  ,     ,       [7 - Steven E. Prokesch, Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall // Harvard Business Review 73. November-December 1995. 6. P. 103.    ,           ,   B. Joseph Pine II, Customer Service on British Airways // Letter to the Editor, Harvard Business Review 74. January-February 1996. 1. P. 162164.].       (  )      ,          ,   .

        . ,        '     ,       .      ,    ,   .       ,     ,    Bristol Farms Gourmet Speciality Foods Market   .    Stores,        . ,  ,  ,   , -,     堖      [8 - Howard Riell, Upscale Grocer Chain Grows // Stores. March 1995. P. 26.].  ,  West Point Matket  ,   (  ,       ,            ),    ,     ,   .  ,           [9 - Russel Vernon, Fighting Back A Small Retailer Takes on the EEOC // Retailing Issues Letter 8. November 1996. 2. P. 2 (Center for Retailing Studies, Texas A& University). .  Leonard E. Berry, On Great Service: A Framework for Action. New York: Free Press, 1995. P. 9092 ( ).].   , , , Fresh Market  Whole Foods Markets,               .

      .    ,         .             1994     ⠖ Geek Squad        .  ,       ,   ,       ,      -,  ,         ,       .              24 000 ⠖      Best Buy.        ,      Junk Squad    :            .      ,         . ,  Live Spark ( Interactive Personalities, Inc.),   ,          ,              .

,    ,        ,      .         -   -.    ,  Johnson Controls' Showcase  ,  ,                 .  Steelcase         Work Spring,   ,      ,          ,      . TST, Inc.,    -,  ,     ,     TST Engineerium        ,     .  Autodesk, Inc.,          ,   Autodesk Gallery    One Market  -.             (            ).                 Case Tomahawk Customer Experience Center  ,  .        ,     : , ,   ..




 



      ,      ,  ,   蠖              .      .

    ?  -  ,     ,   -   ,           .          ,    蠖           ,   , ,  . , ,        .    , ,   ,      ,   ,   ;       ,        ,    " "[10 - Tibor Scitovsky, The Joyless Economy: The Psychology of Human Satisfaction, Revised Edition. New York: Oxford University Press, 1992. P. 67.].     ,    .     ,     ,      .     1.1,       ; ,       .  -  ,      ,       ,   ,    .     ,    ,               . (     ,     ,      ,   ,   ,   頖        .)   ,           ,         .    ,     ,   :    ,  ,   ().












 堖   , .. ,    .        - .   ,      ,  ,   ,     ,    ,      .     (..      )    ,  ,      .      ,        ,       ,      . ( ,    , ,       ,        .)         .    ,   ,     ,   .              ,         ,     ,          .



堖    .


       ,          .      1776   90%     .  2009      1,3%.

  ?    ,    ,        .    ,      (     ,           1776 ).      ,    50-  XVIII         ,   50-  XIX       .      ,           ,          ,        .







 ,         ,  ,    ,   ,   ,     .      ,               ,  .               .       , ,    堖  - 蠖       .         (   - ,         ,     ),    ,  ,    .



   ,   ,   .


       ,     ,               .  ,           .            .   80-  XIX         .  ,     1  1913          Highland Park   ,            .

      ,          .    ,         .         ,        ,      , ,   ,     .  50-  XX        頖 50%  .     ,        .  2009    ,     ,    10% .     1,3%,    ,     ,    90%   .                   堖  42%      , 36%   ,   22%  . (,    ,    ,       ,      ,     .)







蠖   ,       .      ,      (,      ).  ,    ,  ,    .        ,        ,            .




  .


   .

   ,     (https://www.litres.ru/dzheyms-gilmor/ekonomika-vpechatleniy-kak-prevratit-pokupku-v-zahvatyvausc/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


B. Joseph Pine II James H. Gilmore. The Experience Economy: Work Is Theater & Every Business a Stage/ Harvard Business School Press, 1999.




2


 . , .   II. :  -  . .: BestBusinessBooks, 2009.




3


B. Joseph Pine II, Kim C. Corn, James H. Gilmore. Infinite Possibility: Creating Customer Value on the Digital Frontier / Berrett-Koehler Publishers, 2011.




4


B. Joseph Pine. Mass Customization: The New Frontier in Business Competition / Harvard Business Review Press, 1992.




5


        Scott Kirshner, Hack the Magic: The Exclusive Underground Tour of Disney World // Wired. March 1998. P. 162168, 186189.




6


    ,  15  1998.  - TheOnion (www.theonion.com)   Nation's Last Themeless Restaurant, ,   ,     Pat's Place  ,  ,        Paddy O'Touch down's Irish Sports Bar&Good-Tyme Internet Grill.




7


Steven E. Prokesch, Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall // Harvard Business Review 73. November-December 1995. 6. P. 103.    ,           ,   B. Joseph Pine II, Customer Service on British Airways // Letter to the Editor, Harvard Business Review 74. January-February 1996. 1. P. 162164.




8


Howard Riell, Upscale Grocer Chain Grows // Stores. March 1995. P. 26.




9


Russel Vernon, Fighting Back A Small Retailer Takes on the EEOC // Retailing Issues Letter 8. November 1996. 2. P. 2 (Center for Retailing Studies, Texas A& University). .  Leonard E. Berry, On Great Service: A Framework for Action. New York: Free Press, 1995. P. 9092 ( ).




10


Tibor Scitovsky, The Joyless Economy: The Psychology of Human Satisfaction, Revised Edition. New York: Oxford University Press, 1992. P. 67.


