Innovation is vital in the experience economy and the saying ‘innovate or die’ seems highly relevant for the experience economy as it operates within global, competitive and changing markets, where customers often seek something new (Pine and Gilmore, 1999; Hall and Williams, 2008; Sundbo, 2009; Fuglsang et al., 2011). If we are to facilitate positive innovations, we need to understand what ‘innovation’ means and how it can be facilitated. The dominant theories on innovation are mainly based upon studies within manufacturing since these sectors traditionally were assumed to be the most innovative and productive (Gallouj and Djellal, 2010). The knowledge about innovation in the service sectors has increased significantly over the last two decades; while knowledge about innovation in the experience sectors is embryonic but is on the increase (Eide and Ljunggren, forthcoming). There is an ongoing discourse concerning whether or not the characteristics and measurement of innovation pertaining to the manufacturing sectors are relevant to the service and experience sectors.
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