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Titel och upphov Authenticity : what consumers really want
Utgivning, distribution etc. Harvard Business School Press, Boston, Mass. : cop. 2007
Utgivningsår
DDC klassifikationskod (Dewey Decimal Classification)
SAB klassifikationskod
Fysisk beskrivning xiii, 299 s. : ill. ; 25 cm
Anmärkning: Bibliografi etc. Includes bibliographical references (p. [253]-281) and index.
Term
Elektronisk adress och åtkomst (URI) Table of contents only http://www.loc.gov/catdir/toc/ecip0716/2007017287.html
ISBN 978-1-59139-145-6 (inb.) 1-59139-145-8
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^
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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.
Preface p. xi Authenticity: The New Business Imperative p. 1 The Demand for Authenticity: Why Now? p. 9 Drivers of the New Consumer Sensibility The Supply of Inauthenticity: What's Going On? p. 31 Reality, Fakery, and Three Axioms of Authenticity Rendering Authenticity: What to Do p. 45 Five Genres of Authenticity Fake, Fake, It's All Fake: Why Offerings Are Inauthentic p. 81 The Real/Fake Reality: How Offerings Become Authentic p. 95 Two Time-Honored Standards of Authenticity Deconstructing Authenticity: How to Assess Your Business p. 115 Ten Elements of Authenticity From Marketing to Placemaking: Being What You Say You Are p. 147 The Placemaking Portfolio From Strategy to Decision Making: Being True to Self p. 179 Finding Authenticity: The Right Direction for You p. 219 Notes p. 253 Acknowledgments p. 283 Index p. 287 About the Authors p. 301