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portada Authenticity: What Consumers Really Want
Authenticity: What Consumers Really WantAuthenticity: What Consumers Really WantAuthenticity: What Consumers Really WantAuthenticity: What Consumers Really Want
Type
Physical Book
Author
Publisher
Language
English
Pages
320
Format
Hardcover
Dimensions
24.2 x 16.2 x 3.1 cm
Weight
0.62 kg.
ISBN
1591391458
ISBN13
9781591391456
Categories

Authenticity: What Consumers Really Want

B. Joseph Pine II (Author) · James H. Gilmore (Author) · Harvard Business Review Press · Hardcover

Authenticity: What Consumers Really Want - Gilmore, James H. ; Pine II, B. Joseph

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Synopsis "Authenticity: What Consumers Really Want"

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell--or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as--if not more than--price, quality, and availability. In Authenticity, James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it;" appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.

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