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NEWS RELEASE

3-14-03

Contacts:
Ann Marie Fiore, Family and Consumer Sciences, (515) 294-9303
Sue Ellen Tuttle, Family and Consumer Sciences, (515) 294-8799
Kevin Brown, News Service, (515) 294-8986

ISU HILTON CHAIR TO DISCUSS CUSTOMER TRANSFORMATION MARCH 25

AMES, Iowa -- B. Joseph Pine, co-founder of a consulting firm that helps businesses add value to their goods and services, will speak on "Guiding Transformations: The Customer Is the Product," 8 p.m., Monday, March 25, Campanile Room, Iowa State University Memorial Union.

Pine is one of two businessmen serving as the 2002-2003 Dean Helen LeBaron Hilton Chair for the College of Family and Consumer Sciences at Iowa State.

Pine will describe how transformations are a distinct economic offering that should shape the way companies do business and interact with customers.

"With transformations, customers plea "Change Me!" and companies must respond," he said.

Pine will outline examples of transformation opportunities across several key industries -- consulting, travel and tourism, financial services and education. He also will discuss a model for successfully guiding the transformation of customers.

Pines, along with his business partner, James Gilmore, are the Hilton Co-Chairs. They founded Strategic Horizons LLP, Aurora, Ohio. They are co-authors of "The Experience Economy: Work Is Theatre and Every Business a Stage," and co-editors of "Markets of One: Creating Customer-Unique Value Through Mass Customization." The two have co-written many articles on business strategy and innovation.

Pine is a senior fellow at the European Centre for the Experience Economy at the University of Amsterdam. He has taught at the executive education program, Pennsylvania State University, State College; the executive education faculty, Anderson Graduate School of Business, University of California, Los Angeles; and the Harvard Design School, Cambridge, Mass. He also is a guest lecturer at the Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Mass.

Gilmore began his career with Proctor and Gamble and later spent 10 years in the consulting industry. He is a member of the Creative Education Foundation and the Creative Thinking Association of America. He has served on the faculty at The Institutes for Organization Management for the U.S. Chamber of Commerce, and as executive education faculty for both Marriott Corporation and the Ford Motor Company.

The Hilton Chairs will present their final seminar with Gilmore speaking on "Get Real: The Authenticity Imperative," 8 p.m., Tuesday, April 15, Sun Room, Memorial Union.

Established in 1995, the Hilton Chair was endowed by a gift of more than $1.3 million from the estate of Helen LeBaron Hilton, who served as dean of the College of Family and Consumer Sciences from 1952 to 1975.

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