Mass Customisation and 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. \nPeter Day hears about Joe Pine\u2019s latest ideas and new book in Global Business, after the news.\nProducer: Richard Berenger\nEditor: Stephen Chilcott