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On the trail of supply side authenticity: Paradoxes and compromises emerging from an action research
Author(s) -
Ranfagni Silvia,
Guercini Simone
Publication year - 2014
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1481
Subject(s) - clothing , supply chain , wool , context (archaeology) , action (physics) , supply side , action research , business , textile , sociology , qualitative research , marketing , commerce , political science , social science , law , geography , pedagogy , physics , archaeology , quantum mechanics
ABSTRACT The paper investigates authenticity in supply chain, applying the concept of self‐authentication to analyse authentic productions resulting from an authentic supply chain. Adopting the method of action research, the authors accompany the planning and creation of an extended local textile and apparel supply chain based on the native wool produced by autochthonous Tuscan sheep. The research studies native wool's self‐authentications along the supply chain together with the related compromises and paradoxes. The methodology used is based on a mixture of qualitative techniques that has favoured researcher participation in the context of analysis. Copyright © 2014 John Wiley & Sons, Ltd.