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James H. Gilmore is a cofounder of Strategic Horizons. He is also a Batten Fellow and a visiting lecturer at the University of Virginia’s Darden Graduate School of Business Administration. Previously, he served as a cochair of the Dean Helen LeBaron Hilton Endowed Chair at Iowa State University’s College of Family and Consumer Sciences. His books and articles focus on experience design and innovation as well as the role of authenticity in marketing — or not marketing — a business’s offerings.

Gilmore coauthored the book The Experience Economy: Work Is Theatre & Every Business a Stage (Harvard Business Review Press, 1999) with B. Joseph Pine, II. In a March 2008 cover story, Time magazine described the thinking in his most recent book, Authenticity: What Consumers Really Want (Harvard Business Review Press, 2007), also coauthored with Pine, as “Synthetic Authenticity” and numbered it among “10 ideas that are changing the world.” Gilmore was also a coeditor, with Pine, of Markets of One: Creating Customer-Unique Value Through Mass Customization (Harvard Business Review Press, 2000).

Gilmore holds a BS in economics from the University of Pennsylvania’s Wharton School. He began his career with Procter & Gamble and later became a partner at Computer Sciences Corporation, where he led CSC Consulting’s Process Innovation practice.
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