DIFFERENTIATION THROUGH THE EXPERIENCE: DIÁRIO CATARINENSE´S CASE - DIFERENCIAÇÃO ATRAVÉS DA EXPERIÊNCIA: O CASO DO DIÁRIO CATARINENSE

Maurício Fernandes Pereira, Juliano Lissoni, Gilberto de oliveira Moritz, Alejandra Masclef, Martinho Isnard Ribeiro de Almeida Isnard Ribeiro de Almeida

Resumo


Strategic positioning must be established through
differentiation. And it may be configured across
experience movements. For its turn, experiences are
getting increasingly plentiful in their own right as a
product offering and in conjunction with products
and services as a way to provide additional value to
consumers. But the creation of experiences must
be the way to create new economic value for the
company, which performs those experiences. This
paper seeks to broad the comprehension of
experiences as differentiation of strategy, and use
a case study originated from a Brazilian newspaper
that started to add experience events into its
sections. The result shows how a media company
may use this tool in order to differ itself and create
value. It means that the creation of value and
profitable growth through the experience may be
the emerging opportunity space for media
companies that may transform its entertainment
products (programs, newspapers, magazines) in
experimental products.
Keywords: Differentiation, Experience, Strategic
positioning

Texto completo:

PDF PDF


DOI: https://doi.org/10.13037/gr.vol23n66.66

 

Indexadores de que a G&R faz parte:


   DOAJ OAIster OCLC Ulrich LiVre Redalyc  SUMARIOS.org LatindexProquest

A G&R utiliza o                software  iThenticate para detecção e  prevenção de plágio 
 

    
 
 
 
A G&R é signatária da Declaração        de São Francisco sobre Avaliação        de Pesquisa- Dora