Authenticity: What Consumers Really Want

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Harvard Business School Press, 2007 - Business & Economics - 299 pages
3 Reviews
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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Authenticity: What Consumers Really Want

User Review  - Not Available - Book Verdict

In a way, this is a sequel to the authors' 1999 best seller, The Experience Economy: Work Is Theatre & Every Business a Stage, also building on the premise that people aren't satisfied with ... Read full review

Review: Authenticity: What Consumers Really Want

User Review  - Rob - Goodreads

I am into the middle portion of this title and its words ring true so far. As consumers, not only do we want "real" products, but we want "real" experiences. Very interesting to see how companies try to bring this to the market. Read full review


The Demand for Authenticity
The Supply of Inauthenticity
Rendering Authenticity

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About the author (2007)

James Gilmore and Joseph Pine are co-founders of Strategic Horizons LLP, a 'thinking studio' that combines the best of consulting firms, think tanks, and acting workshops to help companies design all-new say of adding value to their economic offerings. Together they authored the bestseller, The Experience Economy, and edited Marketing of One and Pine himself wrote Mass Customization.

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