Mass Customisation and the Experience Economy
Peter Day hears from Joe Pine the man who coined the phrase the "experience economy".
Joe Pine's career as a business coach began at IBM when he brought business partners and customers into the development process of a new computer.
Taking from this the lesson that every customer is unique, he wrote a book called Mass Customization on businesses that serve customers' unique needs.
And later he would coin the phrase the "experience economy" - consumers buying experiences rather than goods or commodities.
Peter Day hears about Joe Pine's latest ideas and new book in Global Business.