Beyond the "Made in" effect: authenticity as the joining force of branding and organizational values in international pathways

The paper deals with the topic of authenticity in the internationalization of the company. It aims at addressing authenticity proposing considerations about the main characteristics of this concept, the relationships with the one of “made in” and the role of local heritage. The paper proposes some preliminary findings regarding three main research questions: a) How does the issue of authenticity relate with the “made in” concept? b) What are the main distinctive characteristics of authenticity? c) What implications may emerge for the internationalization of the brand from authenticity based on the historical heritage of a local community? Empirically, the paper proposes a qualitative case study of La Fabbrica della Pasta di Gragnano, an Italian pasta maker. The case is illustrative of the main elements of authenticity and how these may support the expansion abroad of the company. The paper ends with the discussion of the three research questions advanced, pointing out how authenticity is the result of the specific process of self-expression based on local heritage values and the combination with organizational values. Theoretical as well as managerial implications emerge from this research and are related to the view of authenticity as joining force of branding and organizational values in the internationalization of the company.