Into the eXperience-verse: the strategic frontier of cloud business innovation and value co-creation
ISSN: 1087-8572
Article publication date: 8 July 2022
Issue publication date: 6 September 2022
Abstract
Purpose
The authors introduce readers to the eXperience-verse revolution, the next strategic frontier of cloud business innovation and value co-creation.
Design/methodology/approach
The eXperience-verse revolution unfolds concurrently with the evolution of the digital technologies and as enterprises learn to harness them and create greater and more unique, personalized value to all stakeholding individuals-as-experiencers.
Findings
Unlike the previous four Industrial Revolutions driven by technology, this new era requires an “experience-first” frame of reference of value creation by every enterprise.
Practical/implications
Emerging technologies are leveraged at the moment of engagement between the enterprise and the experiencers?the goal is to engender value to the individual-as-experiencer.
Originality/value
As industry clouds now accelerate strategic business innovation of interactive experience ecosystems, a whole new dimension of value-innovation and value-creation is being created - the “eXperience-verse”.
Citation
Ramaswamy, V. and Narayanan, K. (2022), "Into the eXperience-verse: the strategic frontier of cloud business innovation and value co-creation", Strategy & Leadership, Vol. 50 No. 5, pp. 25-31. https://doi.org/10.1108/SL-06-2022-0061
Publisher
:Emerald Publishing Limited
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