Growth through Experiences

– an analysis of Denmark in the experience economy

The case study presents ten stories about how some Danish businesses use experiences and creative skills to differentiate themselves in the market and become more competitive in the national and global economies. The experience economy is now on the agenda of consumers, businesses and politicians. On the one hand, the experience economy is selling “pure experiences, such as a ride on a carousel in an amusement park, going to a Madonna concert, watching Speedway races, or visiting the National Art Museum. In these instances the experience itself is the primary product. But the experience economy encompasses the entire business community – or at least it has the potential to do so. Experiences can be used systematically in the business community to create value. Businesses that are capable of giving consumers an experience can differentiate themselves from their competitors and thus enhance the possibility of being able to charge a higher price for their products and services.

Table of Contents:

Preface
Summary
1. Definitions, dynamics and driving forces
2. Denmark’s experience industries
3. Experience-based business development in the business community
4. Creative skills in the business community
Bibliography
Appendix 1: Definitions of the experience economy
Appendix 2: Subsidiary sectors within the 13 experience industries
Appendix 3: Classification of creative job functions in this study
Appendix 4: Classification of creative educations
Appendix 5: Employment concentrations

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