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Tricks of the Trade: The Performance and Interpretation of Authenticity

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  • Brian Moeran

Abstract

abstract This paper discusses a Tokyo advertising agency's preparation of campaign ideas for a competitive presentation made to a Japanese multinational corporation planning to advertise in both Germany and the United States, and the part played therein by the author as authentic foreign other. Based on anthropological fieldwork, the paper gives details of the client's orientation and the agency's subsequent market analysis and creative interpretations, while following the back‐stage interpretations of key personnel's tastes by the agency's account team as a means towards making their final selection of campaign ideas for the presentation. This description gives rise to two complementary analyses of authenticity. One concerns advertising as ‘authentic reproduction’ in the context of the interpretation of cultural stereotypes. The other analyses back stage strategy and front stage performance to show how the performance and interpretation of authenticity are tricks of the trade that enable Japanese business organizations to be seen as professional and credible in the eyes of their clients, competitors, customers and partners.

Suggested Citation

  • Brian Moeran, 2005. "Tricks of the Trade: The Performance and Interpretation of Authenticity," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 901-922, July.
    • Handle: RePEc:bla:jomstd:v:42:y:2005:i:5:p:901-922
    DOI: 10.1111/j.1467-6486.2005.00526.x
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    References listed on IDEAS

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    1. Phil Johnson & Joanne Duberley, 2003. "Reflexivity in Management Research," Journal of Management Studies, Wiley Blackwell, vol. 40(5), pages 1279-1303, July.
    2. Silviya Svejenova, 2005. "‘The Path with the Heart’: Creating the Authentic Career," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 947-974, July.
    3. Timothy Clark & Iain Mangham, 2004. "From Dramaturgy to Theatre as Technology: The Case of Corporate Theatre," Journal of Management Studies, Wiley Blackwell, vol. 41(1), pages 37-59, January.
    4. Mary Ann Glynn & Michael Lounsbury, 2005. "From the Critics’ Corner: Logic Blending, Discursive Change and Authenticity in a Cultural Production System," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 1031-1055, July.
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    Cited by:

    1. Stephanie Lu Wang & Qian Gu & Mary Ann Glinow & Paul Hirsch, 2020. "Cultural industries in international business research: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(4), pages 665-692, June.
    2. Silviya Svejenova, 2005. "‘The Path with the Heart’: Creating the Authentic Career," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 947-974, July.
    3. Gino Cattani & Roger L. M. Dunbar & Zur Shapira, 2017. "How Commitment to Craftsmanship Leads to Unique Value: Steinway & Sons’ Differentiation Strategy," Strategy Science, INFORMS, vol. 2(1), pages 13-38, March.
    4. Tamar Sagiv & Tal Simons & Israel Drori, 2020. "The Construction of Authenticity in the Creative Process: Lessons from Choreographers of Contemporary Dance," Organization Science, INFORMS, vol. 31(1), pages 23-46, January.
    5. Candace Jones & N. Anand & Josè Luis Alvarez, 2005. "Manufactured Authenticity and Creative Voice in Cultural Industries," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 893-899, July.
    6. Richard A. Peterson, 2005. "In Search of Authenticity," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 1083-1098, July.
    7. Susan Standing & Craig Standing, 2019. "Innovating Authentically: Cultural Differentiation in the Animation Sector," Systemic Practice and Action Research, Springer, vol. 32(5), pages 557-571, October.
    8. Deborah Jones & Karen Smith, 2005. "Middle‐earth Meets New Zealand: Authenticity and Location in the Making of The Lord of the Rings," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 923-945, July.

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