Stratégies expérientielles et dimensions de l’expérience La quête de l’avantage concurrentiel commercial

Claire Roederer ()
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Claire Roederer: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

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Abstract: This research paper focuses on managerial practices desi- gned to generate customer experience. Based on a study of companies operating in a variety of sectors, this research has a threefold purpose. First, we deconstruct some expe- riential strategies currently in use both to create experience and to enhance experienced-based differentiation. Second, we perform an analysis of various experiential strategies using a competitive-commercial-advantage grid. Third, we identify the risks related to the resources made available by companies as well as to the customer perception of the experiential context. The main finding of the research is that greater awareness of customers' direct / lived experience is a key success factor in implementing experiential strategies. Finally, the study provides a grid for analysing and monito- ring customer experience with respect to direct experience components.

Keywords: experience; experiential strategy; experien- tial marketing; competitive advantage; dimensions of a consumption experience.; expérience; stratégie expérientielle; marketing expérientiel; avantage concurrentiel; dimensions de l’expé- rience de consommation. (search for similar items in EconPapers)
Date: 2012-07
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Published in Décisions Marketing, 2012, ⟨10.7193/DM.067.63.74⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02413774

DOI: 10.7193/DM.067.63.74

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