Into the eXperience-verse: the strategic frontier of cloud business innovation and value co-creation

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