In this thesis I investigate how theory of experience can contribute to overcoming the contradictions in the marketing-oriented approach to experiences, where an experience on the one hand can be seen as something, which can objectively be created by an organisation, while on the other hand, be considered as something within the individual. This approach to experiences is used in amongst other ways in experience-based business development, which is an approach to the experience economy, which centres on how non-experience organisations can use experiences to create increased financial value. Light is shed upon the problem formulation by drawing upon individual psychological theory and social constructivist, narrative theory, which is discussed in relation to the empirical data gathered from a non-experience organisation, Magistrenes A-Kasse (MA). The research concluded that a co-creation approach to experiences both unites the individual psychological and social constructivist perspectives, and builds a bridge between the organisation and the consumer, because in this approach, with the background in the theory of a new active type of consumer, one does away with the sender-driven perspective and instead considers the personalised, co-created experience as the foundation for value.
|Uddannelser||Master i Oplevelsesledelse (MOL), (Masteruddannelse) Master|
|Udgivelsesdato||24 aug. 2011|
- oplevelsesbaseret forreningsudvikling