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B. Joseph Pine II

B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is co-founder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.

Mr. Pine and his partner James H. Gilmore wrote The Experience Economy: Work Is Theatre & Every Business a Stage (Harvard Business School Press, 1999). This best-selling book demonstrates how goods and services are no longer enough; what customers want today are experiences—memorable events that engage each customer in an inherently personal way. Published in ten languages, the book also shows how businesses can create value by embracing theatre as an operating model to stage unique experiences. Their most recent publication, an e-Doc available exclusively on entitled The Experience IS the Marketing (BrownHerron, 2002), demonstrates how any company can use marketing experiences to generate demand for their offerings.

Mr. Pine also wrote the award-winning book Mass Customization: The New Frontier in Business Competition (Harvard Business School Press, 1993). It details the shift companies are making from mass producing standardized offerings to mass customizing goods and services that efficiently fulfill the wants and needs of individual customers. The Financial Times named the book "one of the seven best business books of 1993". He and his partner followed this up by editing a collection of Harvard Business Review articles entitled Markets of One: Creating Customer-Unique Value through Mass Customization (Harvard Business School Press, 2000). Mr. Pine has written numerous articles for The Wall Street Journal , Chief Executive , Worldlink , Context , CIO , Strategy & Leadership , Health Forum Journal , and the IBM Systems Journal , among others. His July-August 1998 piece, "Welcome to the Experience Economy," also co-written with his partner, was his fourth for the Harvard Business Review .

Prior to beginning his writing and speaking activities, Mr. Pine held a number of technical and managerial positions with IBM. One of his many assignments was key to the effective launch of the Application System/400 computer system, for which he managed a team that brought customers and business partners directly into the development process of the system. Because of this innovative activity, customer needs were met more exactly and quality was significantly enhanced—factors that contributed greatly to IBM's Rochester, Minnesota, facility winning the Malcolm Baldrige National Quality Award in 1990.

Mr. Pine is frequently quoted in such places as Forbes , The New York Times , Wired , Business 2.0 , USA TODAY , Investor's Business Daily , ABC News , Good Morning America , Fortune , Business Week , and Industry Week . In his speaking and teaching activities, Mr. Pine has addressed the World Economic Forum, serves as a Faculty Leader in the Penn State Executive Education Program, and is a Visiting Professor at the University of Amsterdam and a Senior Fellow with the European Centre for the Experience Economy, which he co-founded.