James H. Gilmore

Batten Fellow


FOB 179

Areas of Expertise

Mass Customization, Experience Economy, Authenticity in Business

Education: B.S. in Economics, the Wharton School, University of Pennsylvania

Visiting Lecturer in Business Administration James H. Gilmore teaches a marketing elective on "The Experience Economy" in Darden's MBA program.

Gilmore is co-founder of Strategic Horizons LLP and co-author of The Experience Economy: Work Is Theatre & Every Business a Stage, now published in 13 languages. Gilmore is also co-editor of Markets of One: Creating Customer-unique Value through Mass Customization and of a forthcoming book on how authenticity must be managed as a distinct business discipline.

Prior to founding Strategic Horizons LLP, Gilmore was head of CSC Consulting's Process Innovation practice. He also previously served as the 2002–03 Dean Helen LeBaron Hilton Endowed co-chair at the College of Family & Consumer Sciences at Iowa State University.