Sunday, April 13, 2008


Giacomo Negro: No Barrique, No Berlusconi

UC Davis Graduate School of Management Faculty Seminar

No Barrique, No Berlusconi: Collective identity, contention, and authenticity in the making of Barolo and Babaresco wines.

Giacomo Negro, Senior Lecturer in Strategy, Durham University

April 30th, 10:30-noon,
Room 174
AOB IV, UC Davis

In this study we analyze how the diffusion of a production technology can be opposed over claims of authenticity, and how contention over authenticity unfolds through social movement processes of mobilization and counter-mobilization. We address this issue by examining how the rise of "modern" winemaking practices embodied authenticity as creativity, how the success of the modernists triggered a countermovement seeking to preserve "traditional" wine-making practices, and how the emergent "traditional" category was premised on authenticity as conformity to a genre. This countermovement succeeded in a situation in which market forces seemed destined to displace tradition with modernity.

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