The contribution of narrative semiotics of experiential imaginary to the ideation of new digital customer experiences
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Philippe Taupin
Abstract
Innovating new experiences is an innovation strategy that increases product differentiation and the perceived value of offers for future autonomous cars. Young Chinese customers are a relevant target group of lead users to co-create those experiences. We address the co-creation of memorable and engaging experiences with targeted potential users and the building of the meaning of experiential imaginary that results from innovations (based on digital media) echoing the need for sensory atmospherics while strolling in the city. We aim at understanding how customers can co-create meaningful experiences. We analyze the narrative structures of the experiential imaginaries, considering the narratives as a major component of ambiance experiences and imaginary. With an empirical approach that associates projective techniques to semiotic analysis of the corresponding narratives, we describe the structural system of the experiential imaginary of young Chinese customers when imagining driving in the city in tomorrow’s cars. Semiotics offers a novel contribution to innovation marketing and idea generation of experiential innovations. This theoretical stance valorizes the outside-in paradigm of future lead-users as co-creators of innovative experiences, whose imaginary narratives are raw materials for creativity. This approach is an alternative to brainstorming and its limits for creating disruptive innovations.
Acknowledgements
I express my thanks to Pr Ma (majun.tongji@foxmail.com) (my fieldwork in China) and my both thesis Directors Pr Polack (jean-dominique.polack@sorbonne-universite.fr) and Berthelot-Guiet (karine.berthelot-guiet@sorbonne-universite.fr) for their kind support.
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© 2019 Walter de Gruyter GmbH, Berlin/Boston
Articles in the same Issue
- Frontmatter
- Introduction to Meaningful data/Données signifiantes
- A data-driven computational semiotics: The semantic vector space of Magritte’s artworks
- New approaches to plastic language: Prolegomena to a computer-aided approach to pictorial semiotics
- Mesures et savoirs : Quelles méthodes pour l’histoire culturelle à l’heure du big data ?
- Visual semiotics and automatic analysis of images from the Cultural Analytics Lab: How can quantitative and qualitative analysis be combined?
- Uncertain infographics: Expressing doubt in data visualization
- Quelques expériences pour développer l’expression de sens en cartographie thématique
- Raw data or hypersymbols? Meaning-making with digital data, between discursive processes and machinic procedures
- Differential heterogenesis and the emergence of semiotic function
- Regular Articles
- Semiotic alignment: Towards a dialogical model of interspecific communication
- Modal functioning of rhetorical resources in selected multimodal cartoons
- The mission of the Chinese puzzle: From a quest for order to seeking entertainment
- Memes, genes, and signs: Semiotics in the conceptual interface of evolutionary biology and memetics
- Formalisation sémiotique de la traduction : Le modèle transformationnel d’Alexandre Ljudskanov
- Glossopoesis in Thomas More’s Utopia: Beyond a representation of foreignness
- Playing peripatos: Creativity and abductive inference in religion, art and war
- Borders and translation: Revisiting Juri Lotman’s semiosphere
- Peirce’s philosophy of communication and language communication
- Mythic symbolic type, utopia, and body without organs
- The contribution of narrative semiotics of experiential imaginary to the ideation of new digital customer experiences
- Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands
- Intertextuality as a strategy of glocalization: A comparative study of Nike’s and Adidas’s 2008 advertising campaigns in China
- The semiotic web of the research proposal
- Sic vita est: Visual representation in painting of the conceptual metaphor LIFE IS A JOURNEY
Articles in the same Issue
- Frontmatter
- Introduction to Meaningful data/Données signifiantes
- A data-driven computational semiotics: The semantic vector space of Magritte’s artworks
- New approaches to plastic language: Prolegomena to a computer-aided approach to pictorial semiotics
- Mesures et savoirs : Quelles méthodes pour l’histoire culturelle à l’heure du big data ?
- Visual semiotics and automatic analysis of images from the Cultural Analytics Lab: How can quantitative and qualitative analysis be combined?
- Uncertain infographics: Expressing doubt in data visualization
- Quelques expériences pour développer l’expression de sens en cartographie thématique
- Raw data or hypersymbols? Meaning-making with digital data, between discursive processes and machinic procedures
- Differential heterogenesis and the emergence of semiotic function
- Regular Articles
- Semiotic alignment: Towards a dialogical model of interspecific communication
- Modal functioning of rhetorical resources in selected multimodal cartoons
- The mission of the Chinese puzzle: From a quest for order to seeking entertainment
- Memes, genes, and signs: Semiotics in the conceptual interface of evolutionary biology and memetics
- Formalisation sémiotique de la traduction : Le modèle transformationnel d’Alexandre Ljudskanov
- Glossopoesis in Thomas More’s Utopia: Beyond a representation of foreignness
- Playing peripatos: Creativity and abductive inference in religion, art and war
- Borders and translation: Revisiting Juri Lotman’s semiosphere
- Peirce’s philosophy of communication and language communication
- Mythic symbolic type, utopia, and body without organs
- The contribution of narrative semiotics of experiential imaginary to the ideation of new digital customer experiences
- Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands
- Intertextuality as a strategy of glocalization: A comparative study of Nike’s and Adidas’s 2008 advertising campaigns in China
- The semiotic web of the research proposal
- Sic vita est: Visual representation in painting of the conceptual metaphor LIFE IS A JOURNEY
