- 320 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
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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Information
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Preface
- 1. Authenticity: The New Business Imperative
- 2. The Demand for Authenticity: Why Now?
- 3. The Supply of Inauthenticity: What’s Going On?
- 4. Rendering Authenticity: What to Do
- 5. Fake, Fake, It’s All Fake: Why Offerings Are Inauthentic
- 6. The Real/Fake Reality: How Offerings Become Authentic
- 7. Deconstructing Authenticity: How to Assess Your Business
- 8. From Marketing to Placemaking: Being What You Say You Are
- 9. From Strategy to Decision Making: Being True to Self
- 10. Finding Authenticity: The Right Direction for You
- Notes
- Acknowledgments
- About the Authors