ABSTRACT
In the contemporary business environment, companies seek to optimise their offerings to develop and maintain an efficient business model. Aiming to build scalable and sustainable businesses, entrepreneurs digitalise both internal processes as well as customer offerings. Offerings become more accessible and companies become more profitable. However, regardless of the positive impact, digitisation exposes offerings to competition as the effort needed to copy successful business becomes smaller. Consequently, as the functional components of value are no longer the critical elements of success, entrepreneurs are looking for other ways to maximise customers’ perception of value. This chapter explores the experiential dimension of value in the digitalised economy by projecting the concept of value-in-experience onto digital offerings. The chapter seeks to answer the question of how the non-rational aspects of value can be applied in the context of digitalisation and what components add value to digital offerings. The answer to these questions allows managers to tackle the complex challenge of building and maintaining competitive advantage in the business environment that is rapidly moving towards digitalisation.
