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Authenticity : What Consumers Really Want by James H. Gilmore; B. Joseph Pine II is a philosophy book available to read on EtoBox.

What is Authenticity : What Consumers Really Want about?

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

Who reads Authenticity : What Consumers Really Want?

Author

James H. Gilmore; B. Joseph Pine II

Publisher

Harvard Business Review Press

Published

2007

Language

EN

ISBN

9781591391456

Category

philosophy

Subjects

Management, Marketing, Fiction

Rating

3.61 / 5 (165 ratings)

Updated

2026-03-14