This report examines innovation in experiential services. These are serviceswhere the focus is on the experience of the customer when interacting with theorganisation, rather than just the functional benefits following from the productsand services delivered. The report is based on a continuing...

Purpose – The increasing importance that customers give to the aesthetic, symbolic and emotional value of products leads companies to approach the product design as a means to create a competitive advantage. Considering that competing through design involves the development of new product...