Our work analyses the theme of authenticity as a process of self-appropriation pursued by companies during their existence. The goal is to investigate this process by identifying the trade-off companies have faced. By doing this, we propose to recognize the sources of brand authenticity. The research methodology is based on the case analysis of Tuscan wine companies that are emblematic for the topic investigated.

• Silvia Ranfagni(University of Florence)
• Aldo Burresi(University of Florence)
• Massimo Rosati(University of Florence)