The New Food Truck in Town: Geographic Communities and Authenticity-Based Entrepreneurship

Authenticity is a valuable attribution for organizations, but one that raises a challenge of audience acceptance for innovative entrepreneurs. In particular, organizations that depart from an established type risk being judged as inauthentic. However, entrepreneurs may be able to overcome this challenge by basing their authenticity on notions of craft—such as skilled hands-on techniques, sophisticated ingredients, and small-scale artistry rather than mass industrial manufacturing—that better support innovation. We propose that communities vary in the extent to which they embrace craft production as an evolved understanding of authenticity that is less concerned with conformity to type. This local context, in turn, conditions the likelihood of entrepreneurs creating innovative ventures that rely on perceptions of craft authenticity. We develop this argument through a mixed-methods study of the spatially uneven emergence of gourmet food trucks across the United States. Our findings contribute to research on authenticity and the geography of entrepreneurship and innovation.