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Week 20 - Coggle Diagram
Week 20
five economic offerings or genre of authenticity
Commodities – natural authenticity,
Goods – original authenticity or imitation
Services – exceptional authenticity
Experiences – referential authenticity
Transformations – influential authenticity.
Read Harris, J. and Deacon, J. (2011). Marketing in context – the marketing authenticity of owner/ entrepreneurs of small firms:
seven habits that marketers can use to build an authentic brand
Storytelling
Appearing as artisanal amateurs
Sticking to your roots
Loving the doing
Market immersion
Being at one with community
Indoctrinating staff into the cult of the brand
Entrepreneurial Marketing Authenticity (EMA)
the way the owners or managers of SMEs promote their product(s) and their engagement with
three
identified socially constructed networks.
entrepreneurial social context (other owner/entrepreneurs, experts and local businesses)
social network context (family, friends, the local community, fellow entrepreneurs and customers)
consumer social context (social groups engaged with through the selling of their products)