2025Journal article
Masaru Karube, Avimanyu Datta, Yuki Miyazawa
Academy of Management Proceedings
Authenticity plays a crucial role in the success of products and brands, but its meaning and value can evolve. We investigate the dynamic nature of authenticity by examining the Matcha tea market in Japan. In doing so, we analyzed how the meaning of 'authentic' Matcha has shifted over time and constructed a multi-level process model for the transformation of authenticity. We observed how organizations and regions, initially perceived as inferior in terms of authenticity, have cultivated new product forms of Matcha and expanded these products overseas. We also noted how, through this process and interactions with other organizations and regions, they have transformed the meaning of authenticity. By building a process model of the transformation of authenticity, we provide valuable insights into how the concept of 'authenticity' evolves within a specific product category and the social and economic factors that influence these changes. Furthermore, our study contributes to understanding how to manage the paradox of preserving traditional meanings of authenticity while simultaneously creating new dimensions to sustain relevance and competitiveness.
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Study type
Other / not stated
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is a main subject here (named in the title).
Masaru Karube, Avimanyu Datta, Yuki Miyazawa. (2025). Reconfiguring Authenticity: An In-Depth Study of Matcha Tea. Academy of Management Proceedings. https://doi.org/10.5465/amproc.2025.15155abstract
DOI: 10.5465/amproc.2025.15155abstract
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