Authenticity: What Consumers Really Want

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Hardcover, Harvard Business School Press, 2007, ISBN13 9781591391456, ISBN10 1591391458

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About this item

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sellor 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 asif not more thanprice, 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.

Specifications

Publisher: Harvard Business Review Press
Publish Date: Sep 24, 2007
ISBN-13: 9781591391456
ISBN-10: 1591391458
Format: Hardcover
Number of Pages: 299
Written in: ENG
Shipping Weight (in pounds): 1.4
Product in Inches (L x W x H): 9.5 x 6.5 x 1.2
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