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 enlarge | Authors: Ii Pine, James H. Gilmore, B. Joseph
Publisher: Harvard Business School Press
Category: Book
List Price: $26.95
Buy New: $15.84
You Save: $11.11 (41%)
New (42) Used (10) Collectible (2) from $15.84
Rating:  20 reviews
Sales Rank: 24013
Media: Hardcover
Edition: 1
Pages: 288
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.2 x 6.4 x 1.3
ISBN: 1591391458
Dewey Decimal Number: 658.8343
EAN: 9781591391456
ASIN: 1591391458
Publication Date: September 24, 2007
Availability: Usually ships in 1-2 business days
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| Customer Reviews:
 Pieces of a thesis January 28, 2008
R. Kenney (Framingham, MA)
3 out of 3 found this review helpful
I love the thoughts put forth in this book -- very academic. When the authors apply the thinking, it is pretty strong.
I was looking for a bit more application than theory, but did find this rather though provoking. Not an easy read, though, be prepared.
 Repeating Information, but worth reading! January 7, 2008
Razzle (Southern US)
The book contains a lot of information that is repeated over and over, just by different descriptions. Other then that, the information given was pretty helpful. I work in the residential housing sector, so customers wanting something that is their own is number one for me. I picked up a few tips and ideas from the text that could be applied within my business. Overall, it is a great book for those who are caught in the cookie cutter processes of the time.
Consumers of the world, demand Real/Real! December 30, 2007
Kay M. Gilbert (Santa Monica, CA)
1 out of 1 found this review helpful
What do consumers want? According to James Gilmore and B. Joseph Pine II, we want products that are genuine: that are what they appear to be and do what they say they will. Such products are increasingly rare in the modern consumer economy.
If that was the gist of Authenticity, I would agree, but Gilmore and Pine also seem to say that what consumers want are products that we perceive to be authentic, not products that actually are authentic. Perhaps we consumers have simply learned to see through advertising and marketing gimmicks, to no longer believe the lies about a product's benefits that we would have swallowed in the past. That's good, no?
To sort things out, the authors posit a two-part "Polonius test:" 1) is a business is true to itself and 2) is it true to what it says it is. Using this test, businesses can sort themselves on the continuum from Real/Real to Fake/Fake, and proceed accordingly. But shouldn't we consumers be demanding Real/Real, rather than asking that businesses pull a better quality of wool over our eyes?
For a concrete example of the authors' Polonius test at work in today's marketing world, read this book alongside Raymond A. Nadeau's Living Brands (McGraw-Hill, 2007). Nadeau, a marketing expert, advocates for, and gives many real-world examples of, Real/Real marketing. Nadeau argues that a new paradigm of collaborative branding is arising, under which consumers will increasingly insist on Real/Real products, creating them ourselves if businesses don't step up. To a large extent, Nadeau offers a solution to the problem Gilmore and Pine outline in Authenticity. Living Brands: Collaboration + Innovation = Customer Fascination
 Afraid to even open this book December 19, 2007
Roy Rubinfeld (Washington, DC)
1 out of 1 found this review helpful
"The Experience Economy" by these same authors was such a brilliant, prescient, scholarly but accessible, important book that I was afraid to crack this one open. Almost certainly I would be dissapointed with this one, I thought.
Not the case. They have taken the next step in defining and predicting the upcoming key trend and metric for measuring and building nearly every business endeavor.
Again, scholarly but applicable and accessible, it reads almost like a page turner/textbook. This is not oxymoronic but you must read it when you are actually awake and capable of thinking.
It's hard to imagine that this book will not be quoted and used as a field manual for so many fields much as their previous work.
An Even Deeper Dive into the Experience Economy November 29, 2007
Shareef Mahdavi (Pleasanton, CA)
Having read and marked up their first book multiple times, what I've come to appreciate is the depth of thinking by Pine and Gilmore. Their view takes time to absorb and apply and is much richer than the typical business text. This one's a far cry from books like "Who Moved My Cheese?"
Written much like a textbook, "Authenticity" is full of insights and pearls that will take us a long time to unpack. The journey picks up right where EE left off and takes us down the path of understanding how consumers make decisions in the Experience Economy. I've already dog-eared and marked up many pages and am finding that the footnotes themselves are like a book within a book.
The authors aren't afraid to cite other experts in their effort to bring a new language to the discussion on authenticity. In my own attempts to explain this concept to others, I have found truly helpful the concept of "I like that. I'm like that," which they attribute to Virginia Postrel (pp. 93-94 and chapter 5 footnotes 65-66).
Like its predecessor, this new text is one to savor and think about. It's value to those of you engaged in the Experience Economy will only increase over time.
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