Business Innovation from the Experience Perspective

In a creative economy there is a growing need for high level professionals who can create and innovate value from the experience perspective. This Master in Imagineering is designed as a roadmap for that new ‘outside-in enterprise logic’.

New consumers

Nowadays, people are driven much more by values of self-expression rather than those of rudimentary survival. They have a deep need to make sense of their lives in ways that are unique and personal. One of the most distinct ways in which this is manifested, is the new individual’s consumption pattern, by means of their choices they create their own identity.

Organisations

Business organisations continue to answer these new consumption patterns with the standard logic of traditional enterprise. This logic, called ‘managerial capitalism’ helped businesses to be successful in the past century. Now, the chasm between today’s individuals and today’s commercial organisations leads to a ‘transaction crisis’. The fundamental changes in the nature of consumption today will be tomorrow’s changes in the nature and purpose of business. This change will affect the underlying logic of capitalism itself and it will pave the way for major transformations within the enterprise logic of many organisations.

Imagineering, Business Innovation from the Experience Perspective

Imagineering, value creation and value innovation from the experience perspective, is a new approach towards the trinity of branding. It is a way to discover a new kind of convergence between consumers’ desires, technological capabilities and organisational innovations. Imagineering, value creation and value innovation are the fundamental processes of the creative economy. They are methods of finding ‘a blue ocean of uncontested market space’ - a space that inspires stakeholders to co-create.