{"product_id":"authenticity-what-consumers-really-want-9781591391456","title":"Authenticity: What Consumers Really Want","description":"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 \u003ci\u003eAuthenticity\u003c\/i\u003e, 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Harvard Business Review Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/18\/2007\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781591391456\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 299\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.37lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.51h x 6.36w x 1.22d\u003cbr\u003e\u003cbr\u003e\u003cstrong\u003eReview Citations: \u003c\/strong\u003e\u003ci\u003ePublishers Weekly\u003c\/i\u003e 09\/10\/2007 pg. 54\u003cbr\u003e\u003ci\u003eLibrary Journal\u003c\/i\u003e 10\/15\/2007 pg. 75\u003cbr\u003e\u003ci\u003eTime\u003c\/i\u003e 03\/24\/2008 pg. 53\u003cbr\u003e","brand":"James H. Gilmore, B. Joseph Pine II","offers":[{"title":"Default Title","offer_id":39815723647157,"sku":"9781591391456","price":29.75,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_00e59e21-121d-4b03-8346-7e841cf1a5a8.jpg?v=1618923167","url":"https:\/\/pastforward.org\/products\/authenticity-what-consumers-really-want-9781591391456","provider":"Past Forward","version":"1.0","type":"link"}