No Barrique, No Berlusconi: Collective Identity, Contention, and Authenticity in the Making of Barolo and Barbaresco Wines

Giacomo Negro, Michael T. Hannan, Hayagreeva Rao and Ming D. Leung
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Giacomo Negro: Durham U
Michael T. Hannan: Stanford U
Hayagreeva Rao: ?
Ming D. Leung: ?

Research Papers from Stanford University, Graduate School of Business

Abstract: ?How does contention over authenticity unfold through social movement processes of mobilization and counter-mobilization? We address this issue by studying how the rise of "modern" winemaking practices embodied authenticity as creativity, how the success of the modernists triggered a counter-movement seeking to preserve "traditional" wine-making practices, and how the emergent "traditional" category was premised on authenticity as conformity to a genre. This counter-movement succeeded in a situation in which market forces seemed destined to displace tradition with modernity.

Date: 2007-07
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