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

Autores

  • Maurício Fernandes Pereira Universidade Federal de Santa Catarina - UFSC
  • Juliano Lissoni Unisul
  • Gilberto de oliveira Moritz Universidade Federal de Santa Catarina - UFSC
  • Alejandra Masclef Facultad de Ciencias Económicas - Universidad Nacional de Tucumán - Argentina
  • Martinho Isnard Ribeiro de Almeida Isnard Ribeiro de Almeida FEA-USP

DOI:

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

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

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