Authenticity: What Consumers Really Want
James H. Gilmore, Joseph B. Pine, II, . . Harvard Business School, $26.95 (299pp) ISBN 978-1-59139-145-6
This eye-opening but muddled volume tells companies to “remain true to self” or, at least, to appear genuine, arguing that “in a world increasingly filled with deliberately and sensationally staged experiences... consumers choose to buy or not buy based on how real they perceive an offering to be.” Everything that forms a company's identity—from its name and practices to its product details—affects consumers' perceptions of its authenticity. Juggling philosophical concepts, in-depth case studies and ad slogans, Gilmore and Pine (
Reviewed on: 09/10/2007
Genre: Nonfiction
Open Ebook - 978-1-63369-057-8