online Authenticity: What Consumers Really Want
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Authenticity: What Consumers Really Want. James H. Gilmore, Joseph B. Pine
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Authenticity: What Consumers Really Want James H. Gilmore, Joseph B. Pine ebook
Publisher: Harvard Business Review Press
Page: 299
ISBN: 9781591391456
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 ...
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