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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.

The contribution of narrative semiotics of experiential imaginary to the ideation of new digital customer experiences