Exam Material Imagineering Year 1

Exam Material
IMAGINEERING
IMAGINEERING
Characteristics

 Appreciative: focus on strengths, look for possibilities)
 Co-creative: common creation of values  more understanding & acceptance
 Transformative: sustainable & valuable change for consumer
 Imaginative: deliberation of creativity as basis for new solution
 Value-based: strong, sustainable relationships
 Experience focus: process & product are experience  long-lasting memories for
consumer
Imagineering Cycle

Analysis: damand & supply investigation
Brooding: evaluation & new interconnections of findings
Creation: definition of vision & concept
Design: detailed product
E



DEFINITION OF AN EXPERIENCE
Pine & Gilmore:
 emotional, physical, spiritual or intellectual touch
 involvement of consumer with lasting personal impression

Schmitt:
 result of observing / participating
 involve rationally & emotionally

Goossens:
 participation & involvement in consumption
 being moved emotionally, physically, spiritually, intellectually or socially
 change in knowledge, skill, memory or emotion
 conscious perception of coming together
 effort aimed at internal need of participant

C15:
 flow experience: challenge of intense involvement, deep concentration, clear goal,
feedback
 enriched perception, sense of carefreeness, disruption of sense of time, pleasant
feeling, high personal relevance

, CHAPTER 1 – THE CONTEXT
The Experience Economy (Pine &
Gilmore)
A new source of value
 New product level after commodity, good
& service
 much higher price accepted by
consumers
 First concept of Imagineering: selling
experience of cartoon world at Disney
 ever-greater lifelike interactive
entertainment developed (e.g. virtual
reality)

Valuable distinctions
Commodities (agrarian stage)
 fungible materials extracted from natural
world (animal, mineral, vegetable)
 price = supply & demand
 sold on anonymous market

Goods (industrial stage)
 tangible products standardized
 price=production cost & differentiation
 sold on largely anonymous market
Services (service stage)
 intangible activities
customized to individual
request
 price = differentiation
 sold to known clients

Internet (knowledge economy)
 faster, more transparent
comparison of prices of
goods/services
 disintermediation of
services (less distributors)
 automation of services (e.g.
in software)
 pice war turns goods /
services back into commodities
Experiences
 memorable events that engage individuals in a personal way
 price = intensity & persistence of experience
 sold to targeted clients