Authenticity: what consumers really want
Harvard Business School Press, 24/09/2007 - 299 páginas
In 1998, Pine & Gilmore identified "experiences" as economic offerings distinct from commodities, products, and services. In so doing, they launched an entire field of consulting in "experiential marketing" and "experience management."Since then, they have been studying how consumers determine the value of their paid-for experiences. One trait has risen to prominence: authenticity. How authentic is the experience? Is it what they expected? Why or why not? The authors introduce the concept of perceived authenticity, or how a consumer experiences a product, service, environment, communication, or person. Therefore, businesses must understand what it means to "render authenticity" in their consumer offerings and outreach, and they must learn to manage the process of, and excel at, rendering authenticity and behaving authentically. This book is arguably the first to provide some practical business advice and talking points for managers and marketers.