Singularization and commodification: The functions of connoisseurs in traditional product ranges

Singularisation et marchandisation: les fonctions des connaisseurs dans l’offre de produits traditionnels

Anthony Beudaert () and Charlène Lambert ()
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Anthony Beudaert: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Charlène Lambert: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This qualitative research aims to highlight the functions enacted by connoisseurs in both the initiation of recognition and the preservation of authenticity in the offerings of traditional gastronomic products. More specifically, we focus on the context of gastronomic and Bacchic brotherhoods. To do this, 20 semi-structured interviews were conducted with members of these communities of connoisseurs, supplemented with a set of secondary data. Four functions enacted by these communities of connoisseurs are identified: (1) the construction of connoisseurship, which helps initiate the recognition of the product's singular authenticity; (2) the sacralization, which helps reinforce and preserve the recognition of authenticity; (3) the democratization, which consists of passing on the connoisseurship to a neophyte public; (4) the authentication, which ensures the product's "genuine" character. Managerial implications aimed at overcoming the barriers to the commodification of traditional products are then raised.

Date: 2023-02-06
New Economics Papers: this item is included in nep-hme
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Published in Décisions Marketing, 2023, 100 (4), pp.117-136. ⟨10.7193/DM.100.117.136⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03974741

DOI: 10.7193/DM.100.117.136

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