For distilleries and other craft industries, portraying authenticity can provide a competitive advantage, but doing so can be challenging.

Recent research by Maxim Voronov, Professor of Organization Studies and Sustainability at York University’s Schulich School of Business, suggests the existence of an “authenticity advantage.”

Voronov’s study examines data collected within the Canadian whisky industry over the past four years, revealing that some organizations have an easier time — and others a harder time — successfully making authenticity claims.

He will present his findings Friday, March 18 at Goodman’s Luncheon Speaker Series event in his talk titled “Distilling authenticity: Materiality and narratives in Canadian distilleries’ authenticity work.”

Voronov’s research looks at the dynamics of social change at organizational, industrial and societal levels. Relating to his presentation, he is currently working on several projects examining the role of authenticity in business and society. He is also a Senior Editor at Organization Studies and serves on the editorial board of Academy of Management Review, Academy of Management Journal, Journal of Management Studies, and Research in the Sociology of Organizations.

The Goodman speaker series provides Goodman faculty, staff and students with an informal opportunity to listen and discuss recent advances in research, teaching and practices with business colleagues virtually.

Voronov’s talk will take place Friday, March 18 from 12:30 to 2 p.m. Master of Science students are welcome to attend in person at TH259 and all other attendees can RSVP to receive a link to the session livestream by emailing Crystal Li at sli3@brocku.ca